Work

The effect of marketing mix and brand image on customer loyalty of remixed mortar

Year: 2020

Type: article

Abstract: The study aimed to analyze the effect of the marketing mix (product, price, location, promotion, service, human resources, and physical evidence) and brand image of premixed mortar customer loyalty. A total of 100 questionnaire surveys have been distributed to customers in greater Jakarta area who became a decision-maker in a high rise building project. Based on the analysis of the effect of the marketing mix and brand image on premixed mortar loyalty, it can be concluded that product, price, process, and brand image significantly affects loyalty. The variable that has the most significant effect is the price, followed by the product, process and brand image.

Source: Independent Journal of Management & Production

DOI: 10.14807/ijmp.v11i2.963

Authors: Megawati Simanjuntak, Ujang Sumarwan, Ariel Diesto Situmorang

Institution: IPB University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3015082273

FWCI: 2.836

Cites: 15

Cited by: 15

Related to: 10