Customer Loyality Analysis of Jamu Gendong in Surakarta

Abstract

The purpose of this study was to obtain empirical evidence of the influential significance of Marketing Mix consisting of Product, Price, Place and Promotion of the “jamu gendong” Customer Loyalty in Surakarta. The sample in this study is customers in Surakarta which consists of 5 districts namely Laweyan, Banjarsari, Pasar Kliwon, Serengan, Jebres with the total of 100 research respondents. Mechanical Sampling is Purposive Random Sampling method. Data analysis technique consists of testing instrument (validity and reliability), Testing Classical assumptions and hypothesis testing (Regression Test, t test, F test and test R²). Research proves that partially Promotions, Products carrying affect customer loyalty “Jamu gendong” in Surakarta (positive, significant), the price affects customer loyalty to “Jamu gendong” but significantly negative, while Place does not have significant negative effect on customer loyalty to “Jamu gendong” in Surakarta. Simultaneously all the independent variables are product, price, place and promotion significant effect. The test results indicate that the variable R² Product, Price, Place and Promotion able to explain 31.9% of “Jamu Gendong”Customer Loyalty variables

Keywords: Product, Price, Place, Promotion, Jamu gendong,Customer Loyalty