Analisis Pengaruh Brand Image dan Marketing Mix terhadap Loyalitas Pelanggan Sari Roti dengan Metode Structural Equation Modelling (Studi Kasus di PT Nippon Indosari Corpindo Tbk. Pasuruan Plant)

Gresnantya, Sheila (2013) Analisis Pengaruh Brand Image dan Marketing Mix terhadap Loyalitas Pelanggan Sari Roti dengan Metode Structural Equation Modelling (Studi Kasus di PT Nippon Indosari Corpindo Tbk. Pasuruan Plant). Sarjana thesis, Universitas Brawijaya.

Abstract

Perkembangan bisnis bakery di Indonesia terus mengalami pertumbuhan, baik usaha kecil, menengah (boutique bakery) maupun besar (mass production). PT Nippon Indosari Corpindo Tbk. adalah salah satu yang memainkan perannya dalam industri bakery mass production dengan merek produk Sari Roti. Pada kondisi persaingan industri bakery yang semakin ketat, PT Nippon Indosari Corpindo Tbk perlu strategi untuk mempertahankan dan meningkatkan jumlah pelanggan agar mampu menjaga kelangsungan hidup perusahaan serta daya saing produk. Brand image yang positif dan kuat, konsep bauran pemasaran yang disusun secara hati-hati dan diterapkan dengan cermat serta relationship quality dengan pelanggan diyakini dapat berkontribusi dalam memperoleh keuntungan bersaing dalam mewujudkan loyalitas pelanggan. Tujuan penelitian ini adalah untuk mengetahui hubungan dan pengaruh brand image dan marketing mix terhadap loyalitas pelanggan Sari Roti. Metode pengambilan sampel yang digunakan adalah accidental sampling. Responden dalam penelitian ini berjumlah 120 orang pelanggan Sari Roti di daerah Malang. Data dianalisis dengan menggunakan Structural Equation Modelling (SEM) melalui program LISREL 8.80 dengan maximum likelihood estimation. Hasil penelitian menunjukkan brand image dan marketing mix mempunyai hubungan positif dan pengaruh signifikan terhadap relationship quality dengan nilai koefisien jalur masing-masing 0.56 dan 0.40. Relationship quality juga mempunyai hubungan positif dan pengaruh signifikan terhadap loyalitas pelanggan dengan nilai koefisien jalur 0.82. Namun, brand image dan marketing mix tidak berpengaruh signifikan terhadap loyalitas pelanggan dengan nilai koefisien yaitu 0.09 dan -0.14. Maka, variabel brand image dan marketing mix secara tidak langsung berpengaruh terhadap loyalitas pelanggan melalui relationship quality.

English Abstract

The development of bakery business in Indonesia has been increasing, such as small bakery, medium (boutique bakery) and large (mass production). PT Nippon Indosari Corpindo Tbk. is one of it business bakery which has “Sari Roti” brand. In tight competition, PT Nippon Indosari Corpindo Tbk. need to keep even increase the number of customer due to competitive advantage. Strong and positive brand image, concept of marketing mix that draw it fine and applicable accurately, and relationship quality on customer reliable to get the advantages of the competition incarnating customer loyalty. The aim of this research was to determine the relationships and the influence of brand image and marketing mix on Sari Roti’s customer loyalty. Techniques of sampling applied was accidental sampling. The responders in this research are 120 responders who are the customer of Sari Roti in Malang. Tool of data analysis’s used is Structural Equation Modeling (SEM) using computer program of LISREL 8.80 maximum likelihood estimation techniques. The results of analysis showed that brand image and marketing mix has a positive relationship and significant influence between relationship quality with each path coefficient are 0.56 and 0.40. Relationship quality also has a positive relationship and significant influence on costumer loyalty with path coefficient is 0.82. Brand image and marketing mix has not a direct significant influence on costumer loyalty that path coefficient are 0.09 and -0.14. Then, brand image dan marketing mix had a indirect influence on customer loyalty through relationship quality.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FTP/2013/189/051308481
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	Hasbi
Date Deposited:	24 Oct 2013 09:02
Last Modified:	22 Oct 2021 01:48
URI:	http://repository.ub.ac.id/id/eprint/149294

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