PENGARUH ASPEK BAURAN PEMASARAN TERHADAP LOYALITAS KONSUMEN PRODUK KOPI KELIR DI GABUNGAN KELOMPOK TANI GUNUNG KELIR KABUPATEN SEMARANG

Abstract

The study was conducted in July-August 2019 at the Gunung Kelir Farmers Group Association in Semarang Regency. The purpose of this study was to analyze aspects of marketing mix and consumer loyalty of kelir coffee products, as well as to know the effect of variable aspects of the marketing mix consisting of products, prices, places, and promotions on consumer loyalty of kelir coffee products in Gapoktan Gunung Kelir, Semarang Regency both partially and simultaneous. Determination of the location of research carried out deliberately (purposive). The research method used is the case study method. The sampling method uses accidental sampling method, where research respondents are respondents who happened to be found in Kedai Kopi Kelir. The number of respondents is 100 respondents. The types of data used are primary data and secondary data. Application data analysis using SPSS 23.0 program. The data analysis method used is multiple linear regression analysis. The results of this study are the influence of aspects of the marketing mix both partially and simultaneously on consumer loyalty. The coefficient of determination is 83.8% Keyword : costumer loyalty; marketing; marketing mix; robusta coffee.