Pengaruh Strategi Bauran Pemasaran Dan Citra Merek Terhadap Kepuasan Konsumen Serta Dampaknya Pada Loyalitas Konsumen Sabun Sunlight Cair Di Kabupaten Aceh Tamiang

Content Provider	Semantic Scholar
Author	Bulan, Tengku Putri Lindung
Copyright Year	2015
Abstract	PT Unilever Indonesia Tbk is a company engaged in the household product need and cosmetic industry. One of its products is Sunlight soap. Sunlight soap has marketing strategies which are able to support consumer satisfaction and loyalty namely marketing mix (product, price, distribution channel/place, promotion) and brand image. The purpose of this study was to test and analyze the influence of marketing mix and brand image on consumer satisfaction and its impact on the loyalty of sunlight liquid soap consumers in Aceh Tamiang District. The theory used in this study was marketing management theory related to marketing mix, brand image, consumer satisfaction and consumer loyalty. This type of research is descriptive quantitative and this is a assosiative explanatory study. The population of this study was all of the community members living in Aceh Tamiang District and 100 of them were selected to be the respondents for this study through purposive sampling method. The data for this study were obtained through questionnaire. The data obtained were analyzed through path analysis, the first to the tenth hypotheses were tested through SPSS program. The result of this study showed that in the first hypothesis the product directly had positive and significant influence on consumer loyalty, in the second hypothesis the product indirectly had positive and significant on consumer loyalty through consumer satisfaction. The result of this study also showed that in the third hypothesis the price directly had positive and significant influence on consumer loyalty and in the fourth hypothesis the price indirectly had positive and significant influence on consumer loyalty through consumer satisfaction. The result of the fifth hypothesis analysis showed that distribution channel/place directly had negative and insignificant influence on consumer loyalty and the sixth hypothesis analysis showed that distribution channel/place indirectly had positive and significant influence on consumer loyalty through consumer satisfaction. The result of the seventh hypothesis analysis showed that promotion directly had positive and significant influence on consumer loyalty. And next, the result of the eighth hypothesis analysis showed that brand image directly had positive and significant influence on consumer loyalty, and the ninth hypothesis analysis showed that brand image indirectly had positive and significant influence on consumer loyalty through consumer satisfaction. The result of the tenth hypothesis analysis showed that consumer satisfaction directly had positive and significant influence on the loyalty of consumers of Sunlight liquid soap in Aceh Tamiang District.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://repository.usu.ac.id/bitstream/handle/123456789/43080/Cover.pdf?isAllowed=y&sequence=7
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article