Research Article
Plus Marketing Mix Model and Buying Decision Of Consumer Loyalty
@INPROCEEDINGS{10.4108/eai.5-8-2020.2301162, author={Taufik Bustami and M. Risal and Muhammad Aqsa}, title={Plus Marketing Mix Model and Buying Decision Of Consumer Loyalty}, proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2020}, month={10}, keywords={plus marketing mix buying decisions consumer loyalty}, doi={10.4108/eai.5-8-2020.2301162} }- Taufik Bustami
M. Risal
Muhammad Aqsa
Year: 2020
Plus Marketing Mix Model and Buying Decision Of Consumer Loyalty
ICBAE
EAI
DOI: 10.4108/eai.5-8-2020.2301162
Abstract
Cafe Paris is a restaurant that serves fast food and drinks of various types ranging from fruits to packaged drinks. To make improvements and business development, restaurant owners have made changes in anticipating competition in the growing restaurant business in Palopo City. The proposed variable plus marketing mix model, namely: (product, price, promotion, distribution, person, location), buying decisions, will have an impact on consumer loyalty in Paris Cafes. This study aimed to get information about; a) information on the plus marketing mix model at Paris Cafe restaurants; b) information on buying decisions for Paris Cafe restaurants; c) information on consumer loyalty of Paris Cafe restaurants). The object of this research was Cafe Paris Tanjung Ringgit restaurant, Wara Timur District, Palopo City. The approach used in this research was descriptive and verification. The data analysis technique used was multiple linear regression with the help of computer software SPSS 21.0 for windows. The results show the plus marketing mix model had a direct influence on the buying decision variable by 0.049, the plus marketing mix model plus had a direct effect on the consumer loyalty variable by 0.082. Outline, plus marketing mix model variables has effect on consumer loyalty, so does the buying decision variable has an influence on consumer loyalty at Paris restaurant in Palopo City.
