bstract
INDONESIA:
Persaingan yang dihadapi hari ini tidak bisa dibandingkan dengan persaingan yang akan dihadapi pada masa depan. Persaingan akan lebih keras dan kompetitif untuk dapat bertahan. Maka dari itu diperlukannya strategi pemasaran agar dapat bertahan dalam persaingan pasar. Ketika mengembangkan strategi untuk usaha jasa, pemasar biasanya mengacu pada tujuh elemen dasar strategis: produk, harga. lokasi, promosi, orang, proses, dan bukti fisik. Dari elemen bauran pemasaran dapat digunakan untuk membuat pelanggan puas, pihak yang bersangkutan rutin membuat riset untuk mengetahui kepuasan pelanggan dan mengetahui needs and wants pelanggan sehingga dapat menciptakan loyalitas pelanggan.
Penelitian ini merupakan penelitian kuantitatif dengan menggunakan data primer dan sekunder. Jumlah responden dalam penelitian ini berjumlah 128 responden dengan menggunakan teknik pengambilan sampel sampling accidental. Penelitian ini menggunakan metode analisis jalur.
Hasil penelitian menunjukkan bahwa Terdapat pengaruh simultan antara Produk, Harga, Tempat, Orang, Proses, Bukti Fisik, terhadap kepuasan konsumen. Dan secara parsial Produk tidak berpengaruh signifikan terhadap kepuasan pelanggan sedangkan Harga, Tempat, Orang, Proses, Bukti Fisik secara parsial berpengaruh secara signifikan. Sedangkan variabel kepuasan terhadap loyalitas berpengaruh secara signifikan. Serta adanya pengaruh secara tidak langsung antara Produk, Harga, Tempat, Orang, Proses, Bukti Fisik, terhadap loyalitas melalui kepuasan. Dan koefisien determinasi adalah sebesar 74,3 % dan sisanya dipengaruhi oleh faktor lain.
ENGLISH:
Competition in the face today can not be compared with the competition to be faced in the future. Competition will be tougher and competitive in order to survive. Hence the need for a marketing strategy in order to survive in the market competition. When developing strategies for service businesses, marketers usually refers to the seven elements of the strategic basis: product, price. The location, promotion, people, process and physical evidence. From the marketing mix elements can be used to make customers satisfied, the parties concerned routinely make research to determine customer satisfaction and know the needs and wants of customers and to create customer loyalty.
This research is a quantitative research using primary and secondary data. The number of respondents in this research consisted of 128 respondents using a sampling technique accidental sampling. This research used path analysis.
The results showed that the simultaneous influences of the Product, Price, Place, People, Processes, Physical Evidence, to customer satisfaction. And partially Product no significant effect on customer satisfaction while Price, Place, People, Processes, Physical Evidence partially influence significantly. While the variable satisfaction to loyalty significant influence. As well as their influence indirectly between Product, Price, Place, People, Processes, Physical Evidence, loyalty through satisfaction. And the coefficient of determination is equal to 74.3% and the rest influenced by other factors.
This research is a quantitative research using primary and secondary data. The number of respondents in this research consisted of 128 respondents using a sampling technique accidental sampling. This research used path analysis.
The results showed that the simultaneous influences of the Product, Price, Place, People, Processes, Physical Evidence, to customer satisfaction. And partially Product no significant effect on customer satisfaction while Price, Place, People, Processes, Physical Evidence partially influence significantly. While the variable satisfaction to loyalty significant influence. As well as their influence indirectly between Product, Price, Place, People, Processes, Physical Evidence, loyalty through satisfaction. And the coefficient of determination is equal to 74.3% and the rest influenced by other factors.
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