Pengaruh bauran pemasaran 4P (price, product, promotion, place) terhadap brand loyalty (studi pada Kopi Es Tak Kie Glodok)

Susanto, Christina Michelle and Jacinda, Evelyn (2024) Pengaruh bauran pemasaran 4P (price, product, promotion, place) terhadap brand loyalty (studi pada Kopi Es Tak Kie Glodok). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Loyalitas merek merujuk pada kecondongan sebagian pembeli atau konsumen untuk membeli barang dengan merek yang sama berkali-kali, dibandingkan menggunakan beberapa merek pesaing. Dalam meningkatkan loyalitas merek sebuah bisnis perlu melakukan strategi yang akurat pada bauran pemasaran, diantaranya meliputi; harga, produk, promosi, dan lokasi. Penelitian ini dilakukan dengan tujuan untuk melakukan analisis pengaruh bauran 4P (harga, produk, promosi, lokasi) terhadap loyalitas merek (Studi pada Kopi Es Tak Kie Glodok). Penelitian ini menggunakan metodologi kuantitatif deskriptif untuk menguji hipotesis yang telah dirumuskan. Penelitian diawali dengan tinjauan terhadap kajian teori yang ada. Selanjutnya, kuesioner disebarkan kepada pelanggan yang telah mengetahui dan pernah melakukan transaksi pada produk Kopi Es Tak Kie dengan beragam usia dan berdomisili di wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek). Lalu kemudian disertakan juga perolehan data yang berasal dari hasil kuisioner. Menurut hasil uji pengaruh, telah diketahui bahwa peningkatan loyalitas merek pada Kopi Es Tak Kie Glodok dipengaruhi positif dan signifikan oleh bauran pemasaran (harga, promosi, dan lokasi). Sedangkan bauran pemasaran produk berpengaruh positif terhadap loyalitas merek namun tidak signifikan. Dengan hasil yang diperoleh dari penelitian ini, diharapkan mampu menjadi panduan bagi pelaku usaha kopi lokal dalam mengembangkan strategi bauran pemasaran 4P yang akurat, dimana kenaikkan harga harus diimbangi dengan kenaikkan kualitas produk./Brand loyalty refers to the tendency of some buyers or consumers to buy goods with the same brand many times, compared to using several competing brands. In increasing brand loyalty, a business needs to carry out an accurate strategy on the marketing mix, including; price, product, promotion, and location. This research was conducted with the aim of analyzing the effect of the 4P mix (price, product, promotion, location) on brand loyalty (Study on Tak Kie Glodok Ice Coffee). This study uses descriptive quantitative methodology to test the hypothesis that has been formulated. The research begins with a review of existing theoretical studies. Furthermore, questionnaires were distributed to customers who already knew and had made transactions on Kopi Es Tak Kie products with various ages and domiciled in the Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek) areas. Then then also included the acquisition of data derived from the questionnaire results. According to the results of the influence test, it is known that the increase in brand loyalty at Kopi Es Tak Kie Glodok is positively and significantly influenced by the marketing mix (price, promotion, and location). While the product marketing mix has a positive effect on brand loyalty but is not significant. With the results obtained from this study, it is hoped that it will be able to guide local coffee businesses in developing an accurate 4P marketing mix strategy, where price increases must be balanced with increases in product quality.

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