Analisis Pengaruh Strategi Bauran Pemasaran terhadap Loyalitas Pelanggan pada Warung Bambu I’AM Binjai

Abstract

The Purpose of this research is to determine the availability of positive and significant effect in marketing mix which consist of product, price, place, promotion, people, physical evidence and process to customer loyality on Warung Bambu I’AM Binjai in order to contribute in decision making for the firm’s development and continuity. The method for data analysis used are instrument test (Validity and reliability), descriptive analysis, and quantitative method which consist of classical assumption test, multiple regression analysis, hypothesis testing by F-test and t-test, and coefficient determination test (R2 ). The data analysis processed by using tools SPSS 18.0 for windows. The data used are primary and secondary. This research using 100 respondent as samples. Samples Choosen by accidental sampling method which is based on criteria customers who customers who have come to eat and drink at least more than twice. The result of this research obtain that in data analyze by multiple regression analysis method, the independent variable such as product (X1), price (X2), place (X3), promotion (X4), people (X5), physical evidence (X6), and process (X7) positively affected to dependent variable such as customer loyality (Y). It shows from X1 coefficient value as 0,119, X2 as 0,408, X3 as 0,232, X4 as 0,413, X5 as 0,416, X6 as 0,405, and X7 as 0,553. Each of coefiicient value of that independent variable show positive. Furthemore, based on data analyze by hypothesis testing, F-test (simultaneously) obtained that independent variable such as product (X1), price (X2), place (X3), promotion (X4), people (X5), physical evidence (X6), and process (X7) positively and significantly affected to customer loyality (Y). It shows from the result value of F(count) > F(table) (7,292 > 2,11) with a significance level 0,000 < 0,05. While partially (t-test) of the variable such as product (X1), price (X2), place (X3), promotion (X4), people (X5), physical evidence (X6), and process (X7) positively and significantly affected to customer loyality. Variable product shows result t(count) > t(table) (2,838 < 1,986) with significance level (0,785 > 0,05), variable price shows result t(count) > t(table) (3,292 > 1,986) with significance level (0,003 < 0,05), variable place shows result t(count) > t(table) (2,693 > 1,986) with significance level (0,004 < 0,05), Variable promotion shows result t(count) > t(table) (3,526 > 1,986) with significance level (0,002 < 0,05), variable people shows result t(count) > t(table) (4,039 > 1,986) with significance level (0,000 < 0,05), variable physical evidence shows result t(count) > t(table) (3,071 > 1,986) with significance level (0,000 < 0,05), and variable process shows result t(count) > t(table) (4,192 > 1,986 ) with significance level (0,000 < 0,05).. Therefore it concluded that process generate biggest positive and significant value. Bigger than all variables. It means that processis the most dominant in affecting customer loyality on Warung Bambu I’AM Binjai. The adjusted R square value is 0,764. Means that the independent variable such product (X1), price (X2), place (X3), promotion (X4), people (X5), physical evidence (X 6), dan process (X7) explaining the impact of customer loyality in 76,4%, while the rest 23,6% explained by the other factors which not examined in this research.