The Effect of Marketing Mix on Costumer Loyalty in Electronic Stores in Bandung Trade Mall

Authors

  • Ervan Dwi Kristanto Politeknik Piksi Ganesha
  • Ramayani Yusuf Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.37010/jdc.v2i1.299

Keywords:

marketing mix, customer loyalty

Abstract

This study aims to realize customer loyalty through the marketing mix at the electronic store BTM (Bandung Trade Mall) . This research is a quantitative research by taking over the population of customers who make transactions in electronic stores located in Bandung Trade Mall. The calculated population is 1400 people, together with using the slovin formula, the sample size is 100 customers. This research uses probability sampling method, especially simple random sampling in selecting respondents. In addition to collecting questionnaires, data collection is done through interviews, observation, studying documentation, and studying literature. The thinking technique used is simple linear regression using SPSS 26. Based on the results of the study it was found that the marketing mix is vital to customer commitment.

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References

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Published

2021-06-28

How to Cite

Kristanto, E. D., & Yusuf, R. (2021). The Effect of Marketing Mix on Costumer Loyalty in Electronic Stores in Bandung Trade Mall . JUDICIOUS, 2(1), 61–67. https://doi.org/10.37010/jdc.v2i1.299

Issue

Section

Marketing Management
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