PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS MELALUI KEPUASAN KONSUMEN PT. TAHU APL DI LAMONGAN

Abstract

Know APL is a product of food sold in Lamongan regency. In its business development, Leadership of APL Lamongan This will develop its business by opening branches in some areas. Leaders choose a strategy with a low price. Company leaders use a marketing mix strategy that consists of product strategy, pricing strategy, distribution and promotion strategy, but do not know whether or not effective, the extension problem of sales requires a condition that measures the influence of marketing mix to loyalty through customer satisfaction, as a follow- up. The results of this study indicate that all hypotheses accepted, in this case marketing mix variables in the form of product, distribution and promotion affect the consumer satisfaction. Variable marketing mix affects loyalty. Consumer satisfaction affects loyalty.