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Library's collection Library's IT development CancelAs the ice cream industry has grown significantly, reaching double size
in the last 5 years, both existing and new players compete intensely utilizing
various marketing mix elements to gain more loyal customers. Magnum, the ice
cream of Unilever, has been a strong player recently as it grew by approximately
10 times in 2010 and reached the revenue of more than 500 billion Rupiahs in
2011. As researcher wants to assist Magnum facing the tough competition, this
research is conducted with the aim to identify the most significant marketing mix
elements that influence the customer loyalty toward Magnum.
Using simple random sampling method, researcher gathered the primary
data from 233 people residing in Jakarta and Surabaya, who have ever purchased
and consumed Magnum. The data was then analyzed using Multiple Linear
Regression Analysis. As the result, researcher found that simultaneously,
marketing mix has significant impact on customer loyalty toward Magnum; while
individually, product is the only element that has significant impact on customer
loyalty toward Magnum. Thus, researcher concluded that Unilever should focus
on improving its performance on product, while still maintain its performance on
price, place, and promotion, in order to further increase the customer loyalty
toward Magnum.