Pengaruh Harga, Promosi, Distribusi dan Kepuasan Terhadap

(promotion), distribution channels (place) and customer satisfaction (customer satisfaction), it will increase customer loyalty to the company. This r...

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Dokumen Karya Ilmiah | Skripsi | Prodi Manajemen - S1 | FEB | UDINUS | 2016

Pengaruh Harga, Promosi, Distribusi dan Kepuasan Terhadap Loyalitas Pelanggan Pada UD. Karya Buah

MUFLIH IMRON MASHADI (Pembimbing : Dr. Amron, SE, MM) Manajemen - S1, FEB, Universitas Dian Nuswantoro www.dinus.ac.id Email : [email protected]

ABSTRAK

Munculnya perusahaan produsen sejenis yang bergerak dalam memproduksi barang yang sama, mengakibatkan perusahaan menjalankan berbagai usaha untuk menarik konsumen. Di samping menjalankan strategi yang berfokus pada keunggulan produk, produsen juga dapat menjalankan strategi biaya yaitu menawarkan produk dengan kualitas sama dibanding produk pesaing tetapi dengan harga yang lebih murah. Semakin baik harga (price), promosi (promotion), saluran distribusi (place) dan kepuasan pelanggan (customer satisfaction), maka akan meningkatkan loyalitas pelanggan pada perusahaan. Penelitian ini membahas pengaruh harga, promosi, distribusi dan kepuasan terhadap loyalitas konsumen di UD. Karya buah. Pengambilan sampel dilakukan dengan cara penyebaran kuisioner. Dengan mengunakan analisis linier berganda diperoleh hasil bahwa keempat variabel harga, promosi, distribusi dan kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada UD. Karya Buah.

Kata Kunci

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Harga, Promosi, Distribusi, Kepuasan dan Loyalitas Pelanggan Generated by SiAdin Systems � PSI UDINUS 2016

Repository | Thesis | Bachelor of Management - S1 | Faculty of Economy & Business | DINUS University | 2016

The Effect of Price, Promotion, Distribution and Satisfaction on Customer Loyalty at UD. Karya Buah

MUFLIH IMRON MASHADI (Lecturer : Dr. Amron, SE, MM) Bachelor of Management - S1, Faculty of Economy & Business, DINUS University www.dinus.ac.id Email : [email protected]

ABSTRACT

The emergence of similar of manufacturer company engaged in producing similar goods, causing the company to conduct various activities to attract consumers. In addition to running the strategy that focuses on product excellence, the manufacturer can also run cost strategy is to offer products with the same quality compared to competitors`is products although amoung cheaper price. The better price (price), promotion (promotion), distribution channels (place) and customer satisfaction (customer satisfaction), it will increase customer loyalty to the company. This research discusses the effect of price, promotion, distribution and satisfaction on customer loyalty at UD. Karya Buah. Sampling was taken by distributing questionnaires. Amoung using multiple linear analysis showed that the fourth variable such as price, promotion, distribution and satisfaction has positive and significant effect on customer loyalty at UD. Karya Buah.

Keyword

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Price, Promotion, Distribution, Satisfaction and Customer Loyalty Generated by SiAdin Systems � PSI UDINUS 2016