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AKADEMIKA || Jurnal Manajemen, Akuntansi, dan Bisnis Volume 10 || Nomor 1 || Februari 2012 || ISSN: 1693-4288 Penerbit : Pusat Penerbitan Sekolah Tinggi Ekonomi Indonesia Malang Penulis: Noerchoidah
This paper tries to determine the marketing mix factors that have a significant impact on customer satisfaction and loyalty. This study aimed to measure the effect of the four marketing mix consists of product, price, location / distribution, and promotion of customer satisfaction. As well as measuring the effect of customer satisfaction on customer loyalty in
Jecho Rent a Car (JRC). The population in this study is the tenants rent a car in jecho car. This research is descriptive analytical approach using quantitative and qualitative methods of distributing questionnaires to obtain primary data with non-probability sampling technique for the 100 respondents, customers Jecho Rent a Car (JRC). The results of this study indicate that the product and the price has a positive and significant impact on customer satisfaction, but the location / distribution and not negatively affect significantly to customer satisfaction, while promoting a positive and significant impact on customer satisfaction. The most powerful aspect of influence on customer satisfaction is the price. While customer satisfaction has positive and significant impact on customer loyalty.
Keyword: Marketing Mix (product, price, place, promotion), customer satisfaction, loyalty.