PENGARUH DIMENSI MARKETING MIX TERHADAP LOYALITAS KONSUMEN KARTU PRA BAYAR SIMPATI DI KOTA PADANG

Abstract

This study aims to determine the effect of the dimensions of the marketing mix to customer loyalty prepaid cards sympathy at Padang city. The sample used 100 respondents taken by using quisioner.The sampling technique was purposive sampling. The data’s were analyzed with linear regression models and was processed with SPSS (Statistical Package for Social Science) Version 16.0. The results showed that there is a positively and significantly effect of the product, price, promotion and location to loyalty of consumers. It suggested for Telkomsel to pay attention to the product, price, location, and promotions to increase customer loyalty prepaid cards sympathy in the Padang city
Keyword : Loyalty, Marketing Mix, Product, Price, Location and Promotion