BibTex Citation Data :
@article{J.Gauss14712, author = {Syarah Widyaningtyas and Triastuti Wuryandari and Moch. Mukid}, title = {PENGARUH MARKETING MIX TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN MENGGUNAKAN METODE STRUCTURAL EQUATION MODELLING (SEM)}, journal = {Jurnal Gaussian}, volume = {5}, number = {3}, year = {2016}, keywords = {Marketing Mix, Consumer Satisfaction, Consumer Loyalty, Structural Equational Modelling.}, abstract = { Marketing mix is a combination of variables that constitute the core of marketing system, consisting a set of variables that can be controlled and used by companies to influence consumer responses in target markets comprise. One that used in this study for analysis is Structural Equation Model (SEM). The study shows that satisfaction influenced by promotion, pricing, product and location of 38,9%, that loyalty is explained by satisfaction, promotion, pricing, product and location of 99,8%. In significant testing, it was found that pricing, product, location are significant to satisfaction. Satisfaction is significant to loyalty; while pricing, location, product are not significant to loyalty. Promotion is not significant to satisfaction and loyalty. Based on the results of data processing using software AMOS 22.0, the model SEM has been convenient and fit for use in research because the data has been proven to have normal distribution and have met the criteria for Goodness of Fit. Keywords : Marketing Mix, Consumer Satisfaction, Consumer Loyalty, Structural Equational Modelling. }, issn = {2339-2541}, pages = {553--562} doi = {10.14710/j.gauss.5.3.553-562}, url = {https://ejournal3.undip.ac.id/index.php/gaussian/article/view/14712} }
Refworks Citation Data :
Marketing mix is a combination of variables that constitute the core of marketing system, consisting a set of variables that can be controlled and used by companies to influence consumer responses in target markets comprise. One that used in this study for analysis is Structural Equation Model (SEM). The study shows that satisfaction influenced by promotion, pricing, product and location of 38,9%, that loyalty is explained by satisfaction, promotion, pricing, product and location of 99,8%. In significant testing, it was found that pricing, product, location are significant to satisfaction. Satisfaction is significant to loyalty; while pricing, location, product are not significant to loyalty. Promotion is not significant to satisfaction and loyalty. Based on the results of data processing using software AMOS 22.0, the model SEM has been convenient and fit for use in research because the data has been proven to have normal distribution and have met the criteria for Goodness of Fit.
Keywords: Marketing Mix, Consumer Satisfaction, Consumer Loyalty, Structural Equational Modelling.
Article Metrics:
Last update:
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Media Statistika journal and Department of Statistics, Universitas Diponegoro as the publisher of the journal. Copyright encompasses the rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms, and any other similar reproductions, as well as translations.
Jurnal Gaussian and Department of Statistics, Universitas Diponegoro and the Editors make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in Jurnal Gaussian journal are the sole and exclusive responsibility of their respective authors and advertisers.
The Copyright Transfer Form can be downloaded here: [Copyright Transfer Form Jurnal Gaussian]. The copyright form should be signed originally and send to the Editorial Office in the form of original mail, scanned document or fax :
Dr. Rukun Santoso (Editor-in-Chief) Editorial Office of Jurnal GaussianDepartment of Statistics, Universitas DiponegoroJl. Prof. Soedarto, Kampus Undip Tembalang, Semarang, Central Java, Indonesia 50275Telp./Fax: +62-24-7474754Email: jurnalgaussian@gmail.com
Jurnal Gaussian by Departemen Statistika Undip is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Visitor Number:
View statistics
