Pengaruh Marketing Mix Terhadap Loyalitas Pelanggan di Cafe Seblak Bestie Glatik Ujungpangkah

Abstract

Abstrak. Latar belakang penelitian ini adalah perkembangan bisnis makanan telah menjadi salah satu bidang yang sangat diminati oleh Masyarakat. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh marketing mix 7P (Product, Price, Promotion, Place, People, Process, Physical evidence) terhadap loyalitas pelanggan di Cafe Seblak Bestie Glatik Ujungpangkah. Pendekatan kuantitatif yang digunakan dalam penelitian ini, dengan mengumpulkan data melalui kuesioner yang disebarkan kepada 120 responden. Teknik pengambilan sampel menggunakan teknik Non Probability Sampling dengan jenis sampel menggunakan purposiv sampling. Hasil penelitian ini memunjukkan bahwa variabel Product tidak berpengaruh secara signifikan terhadap loyalitas pelanggan, variabel Price berpengaruh secara signifikan terhadap loyalitas pelanggan, variabel Promotion tidak berpengaruh secara signifikan terhadap loyalitas pelanggan, variabel Place berpengaruh secara signifikan terhadap loyalitas pelanggan, variabel People tidak berpengaruh secara signifikan terhadap loyalitas pelanggan, variabel Process tidak berpengaruh secara signifikan terhadap loyalitas pelanggan, variabel Physical Evidence berpengaruh secara signifikan terhadap loyalitas pelanggan. Kata kunci: Product, Price, Promotion, Place, People, Process, Physical Evidence, Loyalitas Pelanggan.

Abstract. The background of this study is the development of the food business into one of the fields that is in great demand by the community. This study aims to determine how much influence the 7P marketing mix (Product, Price, Promotion, Place, People, Process, Physical Evidence) has on customer loyalty at Cafe Seblak Bestie Glatik Ujungpangkah. A quantitative approach was used in this study, by collecting data through questionnaires distributed to 120 respondents. The sampling technique used the Non Probability Sampling technique with the type of sample using purposive sampling. The results of this study indicate that the Product variable does not have a significant effect on customer loyalty, the Price variable has a significant effect on customer loyalty, the Promotion variable does not have a significant effect on customer loyalty, the Place variable has a significant effect on customer loyalty, the People variable does not have a significant effect on customer loyalty, the Process variable does not have a significant effect on customer loyalty, the Physical Evidence variable has a significant effect on customer loyalty.

Keywords: Marketing Mix, Loyality, Customer