| dc.description.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. | en_US |
