Pengaruh Bauran Pemasaran Terhadap Kepuasan dan Loyalitas Konsumen Minyakita di Kota Pangkalpinang: The Influence of Marketing Mix on Satisfaction and Loyalty of Minyakita Consumers in Pangkalpinang City

Viona Widytiya; Eddy Jajang Jaya Atmaja; Muntoro Muntoro

doi:10.33019/jia.v6i2.5722

Authors

Viona Widytiya University of Bangka Belitung
Eddy Jajang Jaya Atmaja University of Bangka Belitung
Muntoro Muntoro University of Bangka Belitung

DOI:

https://doi.org/10.33019/jia.v6i2.5722

Keywords:

Loyalty, Marketing Mix, Minyakita, Satisfaction, SEM-PLS

Abstract

This study aims to analyze the effect of the marketing mix, including product, price, place, and promotion, on consumer satisfaction and loyalty among Minyakita buyers at minimarkets, grocery stores, and traditional markets in Pangkalpinang City. Conducted in July-August 2024, this research utilized a survey method with an accidental sampling technique, collecting data from 100 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS Version 4.0. Findings indicate that price, place, and promotion directly influence satisfaction significantly, while product does not. Product, place, and promotion have a significant effect on loyalty, while price does not. Indirectly, product and price do not significantly affect loyalty through satisfaction, whereas place and promotion do. Satisfaction has a significant impact on loyalty.

Downloads

Download data is not yet available.

References

Basbeth, F., Asrul, M., & Ibrahim, H. (2018). Four Hours Basic PLS-SEM. Malaysia: Ipro Publication.

Gestian, P. (2023). Pengaruh bauran pemasaran terhadap kepuasan konsumen minyak goreng kemasan di pasar modern Kota Pangkalpinang [Skripsi]. Universitas Bangka Belitung.

Ghozali, I. (2014). Aplikasi analisis multivariate dengan program SPSS. Semarang: Badan Penerbit UNDIP.

Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks: Sage.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R. USA: A Workbook in Springer.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2019). Partial Least Squares Structural Equation Modeling Based Discrete Choice Modeling: An Illustration In Modeling Retailer Choice. Business Research, 12(1), 115-142.

Kurniati, N. S. (2023). Pengaruh bauran pemasaran terhadap kepuasan dan loyalitas konsumen minyak goreng merek Fortune di pasar modern Pangkalpinang [Doctoral dissertation]. Universitas Bangka Belitung.

Mahrizal, M., & Maisur, M. (2021). Pengaruh bauran pemasaran terhadap kepuasan dan loyalitas konsumen produk wisata kuliner di kota Banda Aceh. Jurnal Ilmiah Ekonomi Global Masa Kini, 12(1), 66-71.

Padia, N. (2023). Pengaruh kualitas produk dan harga oleh-oleh makanan olahan hasil laut terhadap kepuasan dan loyalitas wisatawan di Kabupaten Bangka Tengah [Doctoral dissertation]. Universitas Bangka Belitung.

Qorima, R. N., Prasmatiwi, F. E., & Adawiyah, R. (2014). Tingkat kepuasan dan loyalitas ibu rumah tangga dalam mengonsumsi minyak goreng kemasan di Kota Bandar Lampung. Jurnal Ilmu-Ilmu Agribisnis, 2(3), 285-294.

Wariki, G. M., Mananeke, L., & Tawas, H. (2015). Pengaruh bauran promosi, persepsi harga, dan lokasi terhadap keputusan pembelian dan kepuasan konsumen pada perumahan Tamansari Metropolitan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(2).