Marketing Mix Analysis, Purchase Decisions, And Customer Loyalty Of Toyota Yaris In Jakarta, Indonesia
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 10
Abstract
If a company does not have the right marketing strategy for its products, it will lose its customers. Therefore, a study is needed on the analysis of the marketing mix, purchasing decisions, and customer loyalty. The study used 250 consumers of Toyota Yaris cars in Jakarta as randomly selected respondents. Data collection used a questionnaire containing closed-end statements using a Likert scale of 1 - 5. Data were analyzed by SEM analysis, Lisrel program. The results of the study found that products, prices, and places have a partial effect on purchasing decisions and consumer loyalty; promotion does not affect purchasing decisions and consumer loyalty; purchasing decisions affect consumer loyalty. There are 4 channels in this study model, the dominant channel is the PRODUCT - PURCHASING DECISIONS- LOYALTIES channel and the PLACE - PURCHASING DECISIONS - LOYALTIES channel, which means in order to increase consumer loyalty it is necessary to increase purchasing decisions by prioritizing product quality improvement and ease of buying.
Authors and Affiliations
Iha Haryani Hatta, Widarto Rachbini, Emi Rahmawati
Keywords
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- EP ID EP413011
- DOI 10.9790/487X-2010020308.
- Views 68
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