“ANALISIS PENGRUH MARKETING MIX 7-P TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA KONSUMEN ACE HARDWARE DI SURABAYA”

Abstract

Todays, the development of the retail industry in Indonesia is growing rapidly. Retail business in Indonesia is among the fastest growing in comparison to other countries. However, with the growing public enthusiasm for retail business, the competition among retail industry owners is getting tighter. One of the competitors whose real existence in the retail industry today is Ace Hardware, which is a retailer that provides home and lifestyle equipment that is very complete and varied. This study aims to find out how the influence of Marketing Mix 7P (Distribution, Promotion, Product Quality, Product Innovation, Price, Service Quality, and Physical Evidence) to Customer Satisfaction through Customer Loyalty. The expected benefit of this research is to increase the repertoire of science in the field of management especially how big the influence of 7P marketing mix so as to increase customer loyalty which will ultimately increase the actual purchase from the Ace Hardware retail company in Surabaya. This research is a causal research. The research method used is quantitative method with data processing using AMOS. Data collection was done by distributing questionnaires to 165 respondents with characteristics of male and female respondents aged 18-60 years, knowing Ace Hardware Surabaya and having made purchases at Ace Hardware Surabaya at least 2 times in 1 year. The results showed that Distribution with a significant level of 0.840 does not affect Customer Satisfaction; Promotion with a significant level of 0.929 and Product Quality with a significant level of 0.783, also means that the two variables also do not affect Customer Satifaction significantly. While Product Innovation with a significant level of 0.00 affects Customer Satisfaction; Price with a significant level of 0.00, Service Quality with a significant level of 0.00, and Physical Evidence with a significant level of 0.008 significantly affects Customer Satisfaction; Customer Satisfaction with a significant level of 0.00 affects Customer Loyalty