The effect of marketing mix and brand image on customer loyalty of remixed mortar

Main Article Content

Megawati Simanjuntak
Ujang Sumarwan
Ariel Diesto Situmorang

Abstract

The study aimed to analyze the effect of the marketing mix (product, price, location, promotion, service, human resources, and physical evidence) and brand image of premixed mortar customer loyalty. A total of 100 questionnaire surveys have been distributed to customers in greater Jakarta area who became a decision-maker in a high rise building project. Based on the analysis of the effect of the marketing mix and brand image on premixed mortar loyalty, it can be concluded that product, price, process, and brand image significantly affects loyalty. The variable that has the most significant effect is the price, followed by the product, process and brand image.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

Article Details

Section
Articles
Author Biography

Megawati Simanjuntak, Department of Family and Consumer Sciences Faculty of Human Ecology, Bogor Agricultural University (IPB)

Megawati Simanjuntak is an Associate Professor at the Department of Family and Consumer Sciences, Faculty of Human Ecology, Bogor Agricultural University (IPB), Indonesia. Her areas of specialization include consumer behavior, consumer education and protection, and consumer research. Since 2013, Megawati has been actively involved in various research on consumer empowerment, including the mapping and measurement of consumer empowerment index, formulation of instruments and identification of consumer empowerment, and survey of Consumer Empowerment Index in rural and urban areas across western, central, and eastern Indonesia region.

References

AHMADY, M. (2012). Key success values in relationship marketing of agriculture products. Journal of Management and Agribusiness, v. 9, n. 1, p. 59-67.

ANWAR, A.; GULZAR, A.; SOHAIL, F. B.; AKRAM, S. N. (2011) Impact of brand image, trust, and effect on consumer brand extension attitude: the mediating role of brand loyalty. International Journal of Economics and Management Sciences, v. 1, n. 5, p. 73-79.

ARIF, K.; ABDILLAH, R. (2011) Smart Book Building a House. Jakarta (ID). Kanaya Press.

AROKIASAMY, A. R. A. (2012) The Effect of Marketing Mix and Customer Perception of Brand Loyalty. IOSR Journal of Business and Managemen, v. 4, n.2, p. 01-11.

ARTHUR, K.M.; ASMARA, A.; SIMANJUNTAK, M. (2019). The Effect Of Marketing Mix On “KPR XTRA Bebas” Decision Making in Bank X Regional I. 2019. Journal of Consumer Sciences. v. 4. N. 1. P 1-12. http://dx.doi.org/10.29244/jcs.4.1.1-12

BOOMS, B. H.; BITNER, M. J. (1981) Marketing Strategies and Organization. Structures for Services Firms, in Marketing of Strategies. Chicago (US): American Marketing.

DIPOHUSODO, I. (1996) Project Management & Construction. Kanisius. Yogyakarta.

FERRINAWATI, E.; PANTJA, D. S. (2004) Attempt to Achieve Consumer Loyalty in Perspective of Human Resources. Journal of Management & Entrepreneurship, v. 6, n. 6, p. 15-26.

GHOZALI, I. (2008) SEM Alternative Method with PLS. Semarang (ID): Badan Penerbit Universitas Diponegoro.

GRIFFIN, J. (2005) Customer Loyalty: Growing and Retaining Customer Loyalty. Jakarta: Erlangga.

HARTONO, J. M. (2008) Guidelines Questionnaire: Developing a Questionnaire, Overcoming Bias and Increasing Response. Yogyakarta (ID): Andi Offset.

IVANAUSKIENĖ, N.; VOLUNGĖNAITĖ, J. (2014) Relations between service quality and customer loyalty: an empirical investigation of retail chain stores in emerging markets. American International Journal of Social Science, v. 3, n. 2, p. 113-120.

KOTLER, P. (2011) Marketing Management. 14th Edition. Jakarta (ID): PT Indeks Kelompok Gramedia.

KOTLER, P.; AMSTRONG, G. (2001) Marketing principles. 12nd edition. Volume 1. Jakarta: Erlangga.

KURNIADI, E.; HERUMANTA, B. (2016) Mortar Study with Pumice Substitution. Proceedings of the National Seminar on Applied Technology SV UGM 2016. Vocational School of Gadjah Mada University, v. 3, p. 1161-1166.

LOVELOCK, C.; WRIGHT, L. K. (2007) Marketing Management Services. Jakarta (ID): PT. Indeks Kelompok Gramedia, Indonesia.

MULYONO, T. (2003) Concrete Technology. Andi Offset. Yogyakarta.

NASUKA, M. (2016) Influence of Ethic Attitude in Marketing Towards Consumer Loyalty of Syariah Bank. Disertasi.Yogyakarta : Digital Library UIN Sunan Kalijaga, Available : Digilib.uin-suka.ac.id.

NUSEIR, M.; MADANAT, H. (2015) 4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction. International Journal of Marketing Studies, v. 7, n. 4, p. 78-87.

POURDEHGHAN, A. (2015) The impact of marketing mix elements on brand loyalty: A case study of the mobile phone industry. Marketing and Branding Research 2: AIMI Journals, v. 2, n. 1, p. 44-63.

RAHMAN, F. Y.; YULIATI, L. N.; SIMANJUNTAK, M. (2019). The Influence of Marketing Mix and Word of Mouth Towards Brand Image and Usage of Online Bike Usage. Indonesian Journal of Business and Entrepreneurship, v. 5, n. 3, 287-298. DOI: http://dx.doi.org/10.17358/IJBE.5.3.287.

SCHIFFMAN, L. G.; KANUK, L. (2007) Consumer Behavior. 9th edition. New Jersey (US): Pearson Education International.

SELANG, C. A. D. (2013) The marketing mix influences consumer loyalty in Manado's fresh mall shoulder mart. Journal EMBA, v. 1, n. 3, p. 71-80

SIMANJUNTAK, M.; NUR, HR.; SARTONO, B.; SABRI, M.F. (2019) A general structural equation model of the emotions and repurchase intention in modern retail. Management Science Letters. v. 10, n. 2020, p. 801–814 http://dx.doi.org/10.5267/j.msl.2019.10.017.

SUBAGYO, A. (2010) Marketing In Business. 1st. Jakarta (ID): Mitra Wacana Media.

SUMARWAN, U. (2014) Consumer Behavior. 2nd Edition. Bogor: Ghalia Indonesia.

SUMARWAN, U. (2015) Methods of Business and Consumer Research. Bogor (ID): IPB Press.

SUMARWAN, U.; DJUNAIDI, A.; AVILIANI, SINGGIH, H. C. R.; SAYONO, J. A.; BUDIDARMO, R. R.; RAMBE, S. (2009) Strategic marketing. Jakarta: Inti Prima Promosindo.

TALBOT, M. (1997) Partial Least Square Regression. New York (US): Corp CSI.

TJAN, S. (2015) The impact of the marketing mix on customer loyalty towards the Plaza Indonesia shopping center. iBuss Management, v. 3, n. 2, p. 392-402.

TJOKRODIMULJO, K. (1996) Concrete Technology. Nafigiri. Yogyakarta.

UTOMO, D. A.; NURMALINA, R. (2011) Analysis Customer Satisfaction and Loyalty Prima Fresh Mart (Service Quality Approach). Agribusiness Forum, v. 1, n. 2, p. 132-150.

Most read articles by the same author(s)