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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Nur Rahmah Andayani
Politeknik Negeri Batam
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BAURAN PEMASARAN (MARKETING MIX) TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KARA SANTAN PT ENSEVAL PUTERA MEGATRADING, Tbk Sylvia Shareen; Nur Rahmah Andayani
JOURNAL OF APPLIED BUSINESS ADMINISTRATION Vol 2 No 1 (2018): Journal of Applied Business Administration-Maret 2018
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (393.004 KB) | DOI: 10.30871/jaba.v2i1.762

Abstract

This study aims to determine and analyze the influence of marketing mix which consists of product variables, prices, promotions, places, people, and the process of purchasing decisions on products Kara Santan PT. Enseval Putera Megatrading, Tbk simultaneously or partially. Population in this research is customer of PT. Enseval Megatrading Putera Tbk Batam Branch who had a history of purchases Kara Santan period in 2016. The analysis method used in this research is descriptive analysis and multiple regression analysis using SPSS 20. Hypothesis testing using T test and F test value of α = 5%. The results showed that in partial product, price, promotion, people, and processes of positive and significant influence on purchasing decisions, althought place have no effect and significant impact on purchasing decisions, and simultaneously all the variable positive and significant impact on purchasing decisions PT. Enseval Putera Megatrading, Tbk.
THE EFFECT OF PUBLIC RELATION AND CUSTOMER VALUE MARKETING ON CUSTOMER LOYALTY IN STARBUCKS COFFEE BATAM CITY Nur Rahmah Andayani; Fedila Machbo Zania
JOURNAL OF APPLIED BUSINESS ADMINISTRATION Vol 5 No 2 (2021): Journal of Applied Business Administration - September 2021
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v5i2.2647

Abstract

This research aims to determine the effect of marketing public relations and customer value on customer loyalty at Starbucks Coffee Batam City. The research variables are marketing public relation (X1), customer value (X2). The research approach uses quantitative approaches and uses descriptive statistical analysis with data processing using multiple linear regression tests with SPSS tools. The population and research sample amounted to 100 respondents. Data collection for this study uses questionnaires with a Likert Scale. The conclusion of the research are positive and significant on customer loyalty in Starbucks Coffee Batam City. Hence, maintaining customer loyalty so that customers are willing to return repeating purchases of the same product and make customers choose Starbucks Coffee products as the first choice.
Co-Authors Fedila Machbo Zania Sylvia Shareen