Yaris, the features are embedded in the Toyota Yaris, after sales service and
warranty company's products. Keywords: Marketing mix, Product, Price, Place, ...
PERFORMANCE ANALYSIS OF INFLUENCE MARKETING MIX TO CUSTOMER LOYALTY USING STRUCTURAL EQUATION MODELLING (SEM) (Case Study On Consumer Toyota Yaris) Name NRP Department Counselor
: Ardhika Suryana P : 9107 201 314 : Industrial Management MMT – ITS : Dr. Indung Sudarso, ST., MT.
Abstract Competitive conditions that occur in the automotive industry especially in the hatchback sedan class in Indonesia increasingly sharp. Every car manufacturers are racing to develop appropriate marketing strategies to attract customers and get as many customers as soon as possible. As one of the largest car manufacturers who dominate the automotive industry in Indonesia, Toyota needs the right marketing mix strategy for the hatchback sedan cars to get loyal customers and do not switch to another brand. The purpose of this study was to analyze how consumer perceptions on application of marketing mix in product Toyota Yaris as Toyota's flagship product in the segment hatchback sedan and examines the relationship between consumer perceptions of applications marketing mix to customer loyalty. Research by the method of survey by distributing questionnaires to 200 respondents who have/ use a Toyota Yaris in the city of Surabaya. Sampling method using a convenience sampling, descriptive statistical methods, and SEM analysis was used to analyze the data. The results indicate that the product mix strategies related significantly to grow/ improve customer loyalty. Strategy of its own product mix includes product quality, design of the Toyota Yaris, the features are embedded in the Toyota Yaris, after sales service and warranty company's products.
Keywords: Marketing mix, Product, Price, Place, Promotion, Customer Loyalty, SEM
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