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The impact of marketing mix (4P'S) on customer loyalty towards Toyota Avanza

With the tight competition in the automotive industry, customer loyalty
has become the key for success. However, customer loyalty is not always easy to
cam. With this in mind, the research is established with the goal to analyze the
impact of4P's of Marketing Mix towards customer loyalty on Toyota Avanza.
Using questionnaires as data gathering instrument with simple random
sampling, 124 respondents were gathered from people around Surabaya, who has
bought and ride Toyota Avanza. The data obtained then analyzed using multiple
linear regressions. The result show's that 4P's of Marketing Mix simultaneously
has significant impact, however individually 4P's of Marketing Mix only product
variable has proven to be significant toward customer loyalty. Therefore,
companies, especially Toyota Astra Motor should focus on increasing the product
quality of its lineup while maintaining the other factors such as price, place and
promotion.

Creator(s)
  • (34410011) RENDY HARSONO
Contributor(s)
  • Tessa Vanina Soetanto → Advisor 1
  • Liem Pei Fun, S.E., M.Com. → Examination Committee 1
Publisher
Universitas Kristen Petra; 2016
Language
English
Category
s1 – Undergraduate Thesis
Sub Category
Skripsi/Undergraduate Thesis
Source
Undergraduate Thesis No. 34010278/MAN/2016; Rendy Harsono (34410011)
Subject(s)
  • MARKETING
  • CUSTOMER LOYALTY
File(s)

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