The effect of marketing mix and brand image on customer loyalty of remixed mortar

• Simanjuntak, Megawati ^[1] ; Sumarwan, Ujang ^[2] ; Situmorang, Ariel Diesto ^[2]
  1. [1] Bogor Agricultural University

     Bogor Agricultural University

     Indonesia

     
  2. [2] Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University
• Localización: Independent Journal of Management & Production, ISSN-e 2236-269X, Vol. 11, Nº. 2, 2020 (Ejemplar dedicado a: Independent Journal of Management & Production), págs. 450-472
• Idioma: inglés
• Enlaces
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• Resumen

  • The study aimed to analyze the effect of the marketing mix (product, price, location, promotion, service, human resources, and physical evidence) and brand image of premixed mortar customer loyalty. A total of 100 questionnaire surveys have been distributed to customers in greater Jakarta area who became a decision-maker in a high rise building project. Based on the analysis of the effect of the marketing mix and brand image on premixed mortar loyalty, it can be concluded that product, price, process, and brand image significantly affects loyalty. The variable that has the most significant effect is the price, followed by the product, process and brand image.