The Effect of Marketing Mix on Loyalty Through Customer Satisfaction in PT. Merck Tbk Cabang Medan
Abstract
This study aims to find the effect of marketing mix, which consists of product, price, promotion, and place, on loyalty through customer satisfaction in PT. Merck, Tbk cabang Medan. The determining sampling technique is purposive sampling method. The number of samples is 60 respondents, gathered from the pharmacies that transact in Anugrah Pharmindo Lestari distributor with the most percentage or distribution. The data were conducted through questionnaire and the data analysis is performed by using path analysis. The result of the study shows marketing mix, which consists of product, price, promotion, and place, and is simultaneously and significantly affecting customer satisfaction. Customer satisfaction is significantly affecting loyalty. Lastly, marketing mix, which consists of product, price, promotion, and place, is simultaneously and significantly affecting loyalty. The result also shows that product and price are the most dominant variable in affecting loyalty.
Keywords: marketing mix, product, price, promotion, place, satisfaction, loyalty
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