PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS PELANGGAN MOBIL MEREK ‘HONDA’ DI KOTA DENPASAR
ABSTRACT: Honda is one of the
largest automotive companies in the world from Japan to produce various types
of vehicles. Honda implementing the marketing mix as a strategy to increase
sales volume and maintaining customer loyalty. This study aimed to describe the
effect on customer loyalty marketing mix Honda brand car in Denpasar. The
research sample consisted of 100 people Honda brand car users who live in the
city of Denpasar. Data were analyzed using descriptive statistics and
inferential statistics such as linear regression. The results showed that the
four marketing mix variables significant positive effect on customer loyalty
Honda brand car. Four variables, variables most powerful influence is the
quality of the product, and the weakest variables endorser credibility. The
results showed that when the Honda brand car management wants to maintain or
increase customer loyalty, then the marketing mix that is most important to
note is the quality of the products, because these variables are the most
powerful influence on customer loyalty.
KEYWORDS: product quality,
price reasonableness, distribution channels, the credibility of the endorser,
customer loyalty
Penulis: Gede Hadi Reynaldi, Ni
Wayan Sri Suprapti
Kode Jurnal: jpmanajemendd170039
