Marhaeni, Zaenal Fanani, Budi Hartono, Bambang Ali Nugroho
Shredded (Abon) beef businesses nowadays is one of the service industries that is growing rapidly which began to tune the Indonesian people, especially those living in urban areas because it fits the lifestyle of the people who are being practical in accordance with the dynamic and fast-paced life activity. Shredded (Abon) beef as one of traditionally processed food products, generally produced by industrial households (home industry) that are marketed well around the manufacturer or outside the area. The aim of this research was to examine the influence of the marketing mix (product, price, promotion, place, process, entrepreneurs and physical evidence) against customer satisfaction and loyalty in buying shredded beef. The result show (1) Product Quality (X1) has a positive and significant impact on customer satisfaction (Y1) as well as Consumer Loyalty (Y2). That is, the higher the value of Quality of Products (X1) then it would affect the higher Consumer Satisfaction (Y1) and Consumer Loyalty (Y2)., Or vice versa. (2) Relevance of Price (X2) has a positive and significant impact on customer satisfaction (Y1) and Consumer Loyalty (Y2). The coefficient is positive, indicating the higher the value of Conformity Price (X2) will affect higher on Customer Satisfaction (Y1) and Consumer Loyalty (Y2). (3) Presence of Promotion (X3) has no significant effect on customer satisfaction (Y1) and Consumer Loyalty (Y2) .. That is the level of promotion will not affect the existence of the high and low values of Customer Satisfaction (Y1) and Consumer Loyalty (Y2). (4) Selling Place (X4) has no significant effect on customer satisfaction (Y1) and Consumer Loyalty (Y2). This means that the intensity of the Place of Sale (X4) will not affect the intensity of the Customer Satisfaction (Y1) and Consumer Loyalty (Y2). and vice versa. IJER © Serials Publications.
University of Brawijaya, Indonesia
