PENGARUH CITRA PERUSAHAAN DAN BAURAN PEMASARAN TERHADAP LOYALITAS PENUMPANG DALAM MENGGUNAKAN JASA TRANSPORTASI CV. KURNIA INDAH TRAVEL JURUSAN PADANG-TALUK KUANTAN

Abstract

The purpose of this study was to determine the effect of corporate image and
marketing mix consisting of product, price, promotion, distribution, people, physical evidence
and process on passenger loyalty CV. Kurnia Indah Travel Padang-Taluk Kuantan.
The population in this study were all passengers who had used the services of CV
Kurnia Indah Travel Padang-Taluk Kuantan. The sampling technique used was purposive
sampling, while the number of samples used for the analysis was 180 passengers. Technic
data analysis used for testing hypotheses is multiple linear regression.
The results found that the corporate image, price, distribution, people, and physical
evidence effect on passenger loyalty. Corporate image has a dominant influence on
passenger loyalty, followed by the price, and physical evidence, distribution, and promotion,
products and process does not affect the passenger loyalty.
This research provides practical recommendations for the management of CV. Kurnia
Indah Travel Padang-Taluk Kuantan will continue to improve the of corporate image, price,
distribution, people, and physical evidence in order to increase the number of passengers
dating in the future.
Keywords : corporate image , marketing mix, loyalty