PENGARUH BAURAN PEMASARAN DAN BRANDING PRODUK KERIPIK PISANG TERHADAP LOYALITAS PELANGGAN (studi kasus di UMKM Keripik Pisang KHARISMA Kecamatan Blimbing Kota malang)

Nadila Syifalul Laili, Dwi Susilowati, Bambang Siswadi

Abstract


Abstract

          This study aims to analyze how the marketing mix, consisting of product, price, place, promotion, and product branding, influences customer loyalty at the Kharisma Banana Chips MSME in Malang City. The method used in this study was a quantitative approach with SEM-PLS analysis using SmartPLS software. The respondents involved in this study were 50 customers who had purchased the product. The results showed that price, place, and product branding variables significantly influence customer loyalty. This means that a good strategy for determining pricing, appropriate product distribution, and brand strengthening can increase customer loyalty. However, product and promotion variables did not show a significant influence, indicating that these two aspects may need improvement for greater effectiveness. In conclusion, this study emphasizes the importance of focusing on pricing strategies, efficient distribution, and brand strengthening in building customer loyalty, especially in the snack food MSME sector. This research provides valuable insights for MSME owners to optimize their marketing strategies to compete and retain customers.

Keywords: Marketing Mix, Product Branding, Customer Loyalty, MSME.

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References


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