PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN KARTU PRA BAYAR IM3

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Skripsi Ekonomi : PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN KARTU PRA BAYAR IM3 ( Study Kasus pada Mahasiswa STAIN Surakarta )


Oleh :
MUHAMMAD ARIFIN
30.02.1.5.026
Program Studi
MANAJEMEN SYARIAH
JURUSAN EKONOMI ISLAM
SEKOLAH TINGGI AGAMA ISLAM NEGERI ( STAIN ) SURAKARTA

ABSTRACT

Influence of Marketing mix to loyalitas of consumer of card of prabayar IM3 ( study case of student of STAIN Surakarta). Accurate variable is product, price, place, and promotion in its influence to loyalitas consumer. This research use the sampel consumer using and have used the card of prabayar IM3 that is student of STAIN Surakarta, While analyzer used doubled linear regresi using program spss 11.5.

Target of this research is ( 1) Knowing whether 4 the variable marketing mix have an effect on to loyalitas consumer either through parsial and also bersama-sama.(2) To know the which variable which most dominant influence the loyalitas consumer.

Equation Regresi yielded is most dominant Y=0.959+0.214.X1+0.161.X2+0.238.X3+0.150.X4 variable is having value 0.238 that is place.

Test the F yield the F count/calculate equal to 22,950 with the value probalilitas ( sig) yielded by under level signifikan 0.05 or 5% hence matter of this means ( X1) Product, ( X2) Price, ( X3) Place, ( X4) Promotion by together have an effect on to variable Y( loyalitas consumer)

Test the t yield the ( X1) Product 2.017, ( X2) Price 2.164, ( X3) Place 2.471, ( X4) Promotion 2.020. Because its probability value below/under level signifikan 0.05 or 5% hence meaning all factor by parsial have an effect on the signifikan to variable Y ( loyalitas consumer).

Result of R2=0.491 matter of means that ( X1) Product, ( X2) Price, ( X3) Place, ( X4) Promotion have an effect on to loyalitas consumer of equal to 49.1% for a while 50.9% because of other factors is which do not there are in this research.

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