Open AccessPengaruh Bauran Pemasaran terhadap Kepuasan dan Loyalitas Konsumen Produk Wisata Kuliner di Kota Banda Aceh
Author(s) -
Mahrizal Mahrizal,
Maisur Maisur
Publication year - 2021
Publication title -
jurnal ilmiah ekonomi global masa kini
Language(s) - English
Resource type - Journals
ISSN - 2502-2024
DOI - 10.36982/jiegmk.v12i1.1521
Subject(s) - loyalty business model , customer satisfaction , business , structural equation modeling , marketing , marketing mix , advertising , product (mathematics) , loyalty , purchasing , business administration , service (business) , service quality , mathematics , statistics , geometry
This research focuses on the effect of marketing mix on customer satisfaction and customer loyalty in the city Banda Aceh. The sample used in this study were 150culinary customers in the city of Banda Aceh. The data analysis technique used in this research is quantitative analysis using SEM (Structural Equation Modeling) or models structural equation modeling with program AMOS 4. The results showed that the marketing mix of product, price, location and service variables had an effect on customer loyalty, only location and service have an effect on customer loyalty for purchasing culinary products in the city of Banda Aceh.