STREAMING Business Journal
Vol. 2 No. 1 (2023): STREAMING BUSINESS JOURNAL

Pengaruh Rebranding dan Bauran Pemasaran Terhadap Kepuasan yang Berdampak pada Loyalitas Konsumen Mako

Julianita Lestari (Institut Teknologi dan Bisnis Kalbis)
Vina Meliana (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
30 Aug 2023

Abstract

This study aims to determine the effect of rebranding and marketing mix on satisfaction which has an impact on Mako Cake and bakery consumer loyalty. This research uses nonprobability with purposive sampling technique and survey method with quantitative approach. The sample in this study were consumers who knew Mako Cake and bakery or who had bought Mako Cake and bakery products in Jabodetabek with a minimum age of 17 years and had a total of 170 samples. The results of this study indicate that rebranding affects satisfaction, marketing mix affects satisfaction, satisfaction affects consumer loyalty, rebranding and marketing mix together affect satisfaction.

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
STREAMING Business Journal
Website

Abbrev

streaming

Publisher

UNIVERSITAS KALBIS

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

STREAMING Business Journal adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi manajemen dan bisnis. Fokusnya adalah menerbitkan makalah tentang manajemen dan bisnis. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua artikel yang dikirimkan harus ...