THE EFFECT OF MARKETING MIX ON CUSTOMER LOYALTY IN PT. MASTRASMA MAESTRO PERKASA

Abstract

The aim of this research is to find out the relationship and influence of Marketing mix (4 P’s; Product, price, place and promotion) collectively towards customer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta. This research also finds out which of the marketing mix elements have the strongest influence and to see the influences of each marketing mix elements towards customer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta. A study location located in Jakarta area with total of 83 respondents which are made up of PT. Matrastama Maestro Perkasa customers. Using systematic random sampling technique, the result of multiple regression in f – test found that marketing mix elements (4P’s) has effect in customer loyalty with the result of 6.397 with sig 0.000 < alpha 0.05 means there was significant effect between all independent variables (4P’s) towards dependent variable (customer loyalty). In t – test found that there was significant effect between product towards customer loyalty with t value result of 1.312 and significant t = 0.004, there was also significant effect between price towards customer loyalty with t value result of 1.298 and significant t = 0.004, no significant effect between place and customer loyalty due to t value result of -0.606 and significant t = 0.246 and there was significant effect between promotion towards customer loyalty with t result is t-value result which is 2.227 and significant t = 0.001. The findings of this research concluded that other than place, the rest of the marketing mix elements of product, price and promotion simultaneously has significant effect in customer loyalty of bedding products of PT. Matrastama Maestro Perkasa in Jakarta. On the other hand the marketing mix element of place has negative influence on customer loyalty in the bedding products of PT. Matrastama Maestro Perkasa in Jakarta.