Pengaruh Strategi Bauran Pemasaran dan Citra Merek terhadap Kepuasan Konsumen serta Dampaknya pada Loyalitas Konsumen Sabun Sunlight Cair di Kabupaten Aceh Tamiang

Abstract

PT Unilever Indonesia Tbk is a company engaged in the household product need and cosmetic industry. One of its products is Sunlight soap. Sunlight soap has marketing strategies which are able to support consumer satisfaction and loyalty namely marketing mix (product, price, distribution channel/place, promotion) and brand image. The purpose of this study was to test and analyze the influence of marketing mix and brand image on consumer satisfaction and its impact on the loyalty of sunlight liquid soap consumers in Aceh Tamiang District. The theory used in this study was marketing management theory related to marketing mix, brand image, consumer satisfaction and consumer loyalty. This type of research is descriptive quantitative and this is a assosiative explanatory study. The population of this study was all of the community members living in Aceh Tamiang District and 100 of them were selected to be the respondents for this study through purposive sampling method. The data for this study were obtained through questionnaire. The data obtained were analyzed through path analysis, the first to the tenth hypotheses were tested through SPSS program. The result of this study showed that in the first hypothesis the product directly had positive and significant influence on consumer loyalty, in the second hypothesis the product indirectly had positive and significant on consumer loyalty through consumer satisfaction. The result of this study also showed that in the third hypothesis the price directly had positive and significant influence on consumer loyalty and in the fourth hypothesis the price indirectly had positive and significant influence on consumer loyalty through consumer satisfaction. The result of the fifth hypothesis analysis showed that distribution channel/place directly had negative and insignificant influence on consumer loyalty and the sixth hypothesis analysis showed that distribution channel/place indirectly had positive and significant influence on consumer loyalty through consumer satisfaction. The result of the seventh hypothesis analysis showed that promotion directly had positive and significant influence on consumer loyalty. And next, the result of the eighth hypothesis analysis showed that brand image directly had positive and significant influence on consumer loyalty, and the ninth hypothesis analysis showed that brand image indirectly had positive and significant influence on consumer loyalty through consumer satisfaction. The result of the tenth hypothesis analysis showed that consumer satisfaction directly had positive and significant influence on the loyalty of consumers of Sunlight liquid soap in Aceh Tamiang District.

PT Unilever Indonesia Tbk merupakan perusahaan yang bergerak pada industri produk kebutuhan rumah tangga dan kosmetik. Salah satu produknya adalah sabun Sunlight. Sabun Sunlight memiliki strategi pemasaran yang mampu mendukung kepuasan dan loyalitas konsumen yaitu dengan menggunakan bauran pemasaran (produk, harga, saluran distribusi/lokasi, promosi) dan citra merek. Tujuan penelitian ini untuk menguji dan menganalisis pengaruh bauran pemasaran dan citra merek terhadap kepuasan konsumen serta dampaknya pada loyalitas konsumen sabun Sunlight cair di Kabupaten Aceh Tamiang. Teori yang digunakan adalah teori manajemen pemasaran yang berkaitan dengan bauran pemasaran, citra merek, kepuasan konsumen dan loyalitas konsumen. Jenis penelitian ini adalah deskriptif kuantitatif dan sifat penelitian menggunakan tingkat eksplanasi asosiatif. Penelitian ini menggunakan metode Purposive Sampling untuk mengambil data 100 responden dan keseluruhan responden adalah masyarakat umum di Kabupaten Aceh Tamiang. Data penelitian dikumpulkan melalui kuesioner. Analisis data menggunakan analisis jalur (Path Analysis), uji hipotesis untuk hipotesis pertama sampai hipotesis kesepuluh dengan program SPSS. Hasil penelitian menunjukkan hipotesis pertama bahwa produk secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen, hipotesis kedua produk secara tidak langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. Hasil menunjukkan bahwa hipotesis ketiga, harga secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen, dan hipotesis keempat harga secara tidak langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. Hipotesis kelima bahwa saluran distribusi/ lokasi secara langsung berpengaruh negatif dan tidak signifikan terhadap loyalitas konsumen, dan hipotesis keenam bahwa saluran distribusi/ lokasi secara tidak langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. Hipotesis ketujuh menunjukkan bahwa promosi secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen. Selanjutnya, hipotesis kedelapan menunjukkan bahwa citra merek secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen, dan hipotesis kesembilan menunjukkan bahwa citra merek secara tidak langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen melalui kepuasan konsumen. Hipotesis kesepuluh menunjukkan bahwa kepuasan konsumen secara langsung berpengaruh positif dan signifikan terhadap loyalitas konsumen sabun Sunlight cair di Kabupaten Aceh Tamiang.