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The Impact of marketing mix (4P’S) toward customers’ loyalty of U Mild Brand, through the mediating variable of customers’ perceived value

This study is conducted to reveal the impact of marketing mix (4Ps) in crafting
customers’ loyalty toward U Mild cigarette brand, through the mediating variable of customers’
perceived value. The right formulation of marketing mix strategies will effect customers’
perceived value (CPV), in which CPV would finally results on the customers’ decision to be the
loyal customers of U Mild or not.
The analysis technique use multiple regression model with mediating effect in which the
result of the research shows that Marketing Mix exert significant impact on customers’ loyalty.
CPV was found to pose mediation on the impact of product, price and place toward customers’
loyalty. Yet, CPV was found to pose no mediation impact of promotion on customers’ loyalty.

Creator(s)
  • (34409023) AMELINDA PUTRI WIYOTO
  • (34409046) STELLA STEPFANIE
Contributor(s)
  • Juliana Caesaria Tandung → Advisor 1
  • Lianto, S.E., MFM. → Examination Committee 1
Publisher
Universitas Kristen Petra; 2013
Language
English
Category
s1 – Undergraduate Thesis
Sub Category
Skripsi/Undergraduate Thesis
Source
Undergraduate Thesis No. 34010132/MAN/2013; Amelinda Wiyoto (34409023), Stella Stepfanie (34409046)
Subject(s)
  • MARKETING-MANAGEMENT
  • CUSTOMER LOYALTY
File(s)

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