Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen Produk Klinik Kecantikan (Studi Kasus Pada Konsumen Produk Kecantikan di Ramdani Skincare)

Nurul Hikmah Oktaviani, Agus Widarko, Budi Wahono

Abstract


Abstract

 

This purpose of study to determine the effect of product, price, promotions and distribution chanenels on custoumer loyalty in Ramdani Skincare. The population in this study are coustomer who have purshased beauty products more than once at Ramdani Skincare, Jatikerto, Malang Regency. This research is a type of descriptive research using a quantitative approach and also using a questionnaire reserach instrument. The reserach method used is multiple linear regression. is sample in this study used a purpassive samplin teachnique, which is a asampling technique with certainconsideration whre the research will take samples with certain criteria, aged between 17-32 years and has bought beauty products more than once. A sample of 83 respondents in a population of 480 coustomers was obtained. The results showed that price (X1) significantly influenced the purchase decision with value (Sig 0.001), price (X2) significantly influenced the purchase decision with value (Sig 0.002), promotion (X3) significantly influenced the purchase decision. with a value (Sig 0.004), distribution channel (X4) has a significant on purchasing decisions with a value (sig 0,000)

Keyword: Product, Price. Promotion,distribution channel and counsumer loyality


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