Analisis Pengaruh Marketing Mix 7P Terhadap Kepuasan Dan Loyalitas Pelanggan: Studi Kasus Toko Nanda Gift & Souvenir

Ananda, Dwi Shinta (2024) Analisis Pengaruh Marketing Mix 7P Terhadap Kepuasan Dan Loyalitas Pelanggan: Studi Kasus Toko Nanda Gift & Souvenir. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Di tengah persaingan pasar yang semakin ketat, Toko Nanda Gift & Souvenir, sebagai penyedia berbagai produk hadiah untuk berbagai acara, menghadapi tantangan meningkatkan kepuasan dan loyalitas pelanggan. Latar belakang permasalahan ini muncul dari tingkat kepuasan pelanggan yang belum optimal, yang kemudian berdampak pada rendahnya tingkat loyalitas dan frekuensi pembelian pelanggan tetap. Penelitian ini bertujuan untuk mengidentifikasi faktorfaktor yang memengaruhi kepuasan pelanggan di Toko Nanda Gift & Souvenir serta mengevaluasi efektivitas penggunaan Marketing Mix 7P untuk memperkuat loyalitas pelanggan. Analisis dilakukan dengan metode kuantitatif melalui penyebaran kuesioner dengan 202 responden, kemudian dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS). Berdasarkan hasil analisis SEM-PLS, ditemukan bahwa faktor produk, harga, tempat, promosi, tenaga kerja, proses, dan bukti fisik memiliki pengaruh signifikan terhadap kepuasan pelanggan. Faktor tenaga kerja memiliki pengaruh paling dominan, diikuti oleh produk, promosi, dan bukti fisik. Selanjutnya hasil penelitian menunjukkan bahwa kepuasan pelanggan memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan. Pelanggan yang merasa puas dengan produk dan layanan yang mereka terima cenderung memiliki tingkat loyalitas yang lebih tinggi.
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In the midst of increasingly fierce market competition, Nanda Gift & Souvenir Shop, as a provider of various gift products for various events, faces the challenge of increasing customer satisfaction and loyalty. The background of this problem arises from the level of customer satisfaction that is not optimal, which then has an impact on the low level of loyalty and frequency of regular customer purchases. This study aims to identify factors that influence customer satisfaction at Nanda Gift & Souvenir Shop and evaluate the effectiveness of using the 7P Marketing Mix to strengthen customer loyalty. The analysis was carried out using quantitative methods through distributing 202 respondents, then analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS). Based on the results of the SEM-PLS analysis, it was found that product, price, place, promotion, labor, process, and physical evidence factors have a significant influence on customer satisfaction. The labor factor has the most dominant influence, followed by product, promotion, and physical evidence. Furthermore, the results of the study showed that customer satisfaction has a significant and positive influence on customer loyalty. Customers who are satisfied with the products and services they receive tend to have a higher level of loyalty.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing Mix 7P, Customer Satisfaction, Customer Loyality, SEM-PLS, 7P Marketing Mix
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Dwi Shinta Ananda
Date Deposited:	24 Dec 2024 07:34
Last Modified:	24 Dec 2024 07:34
URI:	http://repository.its.ac.id/id/eprint/116009

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