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

Abstract

ABSTRACT This research was conducted in July-August 2019 at the Gunung Kelir Farmers Group Association in Semarang Regency. The purpose of this study is to analyze the aspects of marketing mix which includes product strategy, price, place, and promotion strategies on the marketing of coffee products, analyze customer loyalty of coffee products and analyze the effect of marketing mix aspects that consist of product strategy, price, place, and promotion of the consumer loyalty of Kelir’s coffee products in the Gunung Kelir Farmers Group Association in Semarang Regency. The determination of the location of the study was purposive because the Gunung Kelir Farmers Group Association has problems in planning the marketing strategy. The research method used was the case study method. The number of respondents is 100 respondents. The sampling method used non-probability namely accidental sampling with the research respondents were consumers who be found in Kedai Kopi Kelir. The types of data used are primary data and secondary data. The data analysis application use the SPSS 23.0 program. The data analysis method used is multiple linear regression analysis. The results of this study were aspects of the marketing mix consisting of products, prices, places, and promotions in accordance with the expectations and desires of consumers, most consumers of coffee products were loyal consumers and the influence of aspects of the marketing mix both partially and simultaneously on loyalty consumer. The coefficient of determination was 83.8% Keywords: consumer loyalty; marketing, marketing mix, Robusta coffee