ANALISIS PENGARUH MARKETING MIX 4P (PRODUCT, PRICE, PLACE, PROMOTION) TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN KONSUMEN PADA NOFA PRINTING & ADVERTISING

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Penelitian ini di latarbelakangi atas kendala NOFA Printing & Advertising yang terdapat pada masing – masing variabel yaitu tidak adanya variasi pada product (produk), price (harga) yang relatif tinggi, place (tempat) yang sempit sehingga tidak memungkinkan melakukan perluasan bangunan, promotion (promosi) melalui personal selling tidak membuahkan hasil. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif menggunakan SmartPLS versi 3 dengan 234 responden. Pengaruh product (produk) terhadap loyalitas pelanggan melalui kepuasan konsumen sebesar 0.000 < 0.050, sedangkan nilai t hitung sebesar 3.528 > t tabel (1.96), artinya hipotesis diterima. Pengaruh price (harga) terhadap loyalitas pelanggan melalui kepuasan konsumen sebesar 0.000 < 0.050, sedangkan nilai t hitung sebesar 3.831 > t tabel (1.96), artinya hipotesis diterima. Pengaruh place (tempat) terhadap loyalitas pelanggan melalui kepuasan konsumen sebesar 0.002 < 0.050, sedangkan nilai t hitung sebesar 3.101 > t tabel (1.96), artinya hipotesis diterima. Pengaruh promotion (promosi) terhadap loyalitas pelanggan melalui kepuasan konsumen sebesar 0.000 < 0.050, sedangkan nilai t hitung sebesar 5.930 > t tabel (1.96), artinya hipotesis diterima. Pengaruh kepuasan konsumen terhadap loyalitas pelanggan sebesar 0.000 < 0.050, sedangkan nilai t hitung sebesar 15.767 > t tabel (1.96), artinya hipotesis diterima. Berdasarkan hasil pengujian tersebut dapat di simpulkan bahwa product, price, place, promotion berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan konsumen serta kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas pelanggan.

This research is based on the constraints of NOFA Printing & Advertising that exist in each variable, namely the absence of variations in products, relatively high prices, narrow places so that it is not possible to expand the building, promotion through personal selling did not produce results. The method used in this research is a quantitative research method using SmartPLS version 3 with 234 respondents. The influence of product on customer loyalty through consumer satisfaction is 0.000 < 0.050, while the calculated t value is 3.528 > t table (1.96), meaning the hypothesis is accepted. The effect of price on customer loyalty through consumer satisfaction is 0.000 < 0.050, while the calculated t value is 3.831 > t table (1.96), meaning the hypothesis is accepted. The influence of place on customer loyalty through consumer satisfaction is 0.002 < 0.050, while the calculated t value is 3.101 > t table (1.96), meaning the hypothesis is accepted. The effect of promotion on customer loyalty through consumer satisfaction is 0.000 < 0.050, while the calculated t value is 5.930 > t table (1.96), meaning the hypothesis is accepted. The influence of consumer satisfaction on customer loyalty is 0.000 < 0.050, while the calculated t value is 15,767 > t table (1.96), meaning the hypothesis is accepted. Based on the test results, it can be concluded that product, price, place, promotion have a positive and significant effect on customer loyalty through consumer satisfaction and consumer satisfaction has a positive and significant effect on customer loyalty.