Image of Marketing Mix Analysis, Purchase Decisions, and Cutomer of Toyota Yaris in Jakarta, Indonesia

Karya Ilmiah Dosen

Marketing Mix Analysis, Purchase Decisions, and Cutomer of Toyota Yaris in Jakarta, Indonesia



If acompany 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.


Ketersediaan

EKIDUPT190006EKIDUPT190006Perpustakaan Pusat (EKIDUPT190006)B A C A
D I T E M P A T

Lampiran Berkas

Informasi Detil

Judul Seri
IOSR Journal of Business and Management ( IOSR-JBM)
No. Panggil
EKIDUPT190006
Penerbit IOSR-JBM: New York.,
Deskripsi Fisik
8 p.
Bahasa
English
ISBN/ISSN/NPM
2278-487X
Klasifikasi
NONE
Tipe Isi
text
Tipe Media
Textbook
Tipe Pembawa
-
Edisi
-
Subyek
Info Detil Spesifik
-
Pernyataan Tanggungjawab

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