THE INFLUENCE OF MARKETING PROGRAM OF JIF’S BRAND TO FACE NATIONAL AND INTERNATIONAL COMPANY TOWARD CUSTOMER LOYALTY
No Thumbnail Available
Files
Date
2010-07-11
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
CIEL SBM-ITB Gedung SBM-ITB
Abstract
Cibaduyut has been known as center of shoe producers. But, a lot of shoes from national or international
company offered to Bandung people. Consequently, shoe industry has high competition but there is a small
company offers JIF’s Brand. This micro enterprise is owned by a house wife. She has a unique marketing
program to win competition and until now, she has loyal customers. Unfortunately, competitors had able to
influence JIF’s customers. The goal of this research is to know and analysis how is the marketing program,
customer loyalty and it’s influence on customer loyalty. Research objects are individual costumer of JIF’S. This
study uses descriptive-verificative method with descriptive and explanatory survey. Sample is 50 customers.
Path analysis is used to analyze data. Marketing mix gives positive influence on customer loyalty.
Simultaneously, product, price, place and promotion influence customer loyalty of JIF’s. It’s too small with
17.8%. Based on analytical to this data, most of factors influence customer loyalty is personal of JIF’s owner.
In a micro business, owner becomes the most important factor influence customers to buy products. Partially,
price becomes the only one factor that influence customer loyalty. Product, place and promotion do not give
influence.
Description
Keywords
micro business, marketing mix, customer loyalty