The Effect Of Marketing Mix On Students Loyalty Towards Instant Noodles With The Brands of INDOMIE, SEDAP, and ABC With Moderated Variety Seeking
This research aims to know the effect of marketing mix on students loyalty of instant noodle with the brands of Indomie, Sedaap, and ABC which is moderated by variety seeking characteristics of consumers. This research was conducted in August-September 2010 at the Management Students Economic Faculty Sanata Dharma University Yogyakarta. Data were collected using questionnaire. The population of the research was Management Students of Economics Faculty, Sanata Dharma University Yogyakarta, from 2005-2008 batch who have consumed instant noodle of the brands of Indomie, Sedaap, and ABC. The sampling technique in this research is nonprobability accidental sampling. The samples were 100 respondents. The data analysis technique used were Multiple Linear Regression analysis and Regression Analysis with moderating effect. Results show that: 1) Marketing mix influences students loyalty. 2) Variety seeking characteristics moderates the influence of product on loyalty.
Akroush, M. N. (2011). The 7Ps classification of the services marketing mix revisited: an empirical assessment of their generalisability, applicability and effect on performance-evidence from Jordan’s Services Organisations. Jordan Journal of Business Administration, 7(1), 116–147.
Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The impact of marketing mix strategy on hospitals performance measured by patient satisfaction: an empirical investigation on Jeddah private sector hospital senior managers perspective. International Journal of Marketing Studies, 5(6), 210.
Amatullah, N., Setyadani, N. A., & Ramadhanty, S. (2020). The Extension of the Special Business Mining License (IUPK) under The Law No. 3 of 2020 of the Coal and Mineral Mining: Pro or Cons?. LEGAL BRIEF, 10(1), 39–49
Avieli, N. (2012). Rice talks: Food and community in a Vietnamese town. Indiana University Press.
Bolton, R. N., Shankar, V., & Montoya, D. Y. (2010). Recent trends and emerging practices in retailer pricing. In Retailing in the 21st Century (pp. 301–318). Springer.
Dalimunthe, M. (2021). The Effect of Information Technology Utilization and Information System User Participation on System Performance Payroll . Jurnal Ekonomi LLDIKTI Wilayah 1 (JUKET), 1(1), 18–25.
E. S. Ginting, “Ratio-Based Financial Performance Analysis of PT. Mustika Ratu, Tbk”, enrichment, vol. 11, no. 2, pp. 456-462, May 2021.
Ginting, E. S. ., Lubis, T. W. H. ., & Pertiwi, S. . (2021). Kiat Menghadapi Tantangan Pembelajaran Daring Di Masa Pandemi Covid-19. TRIDARMA: Pengabdian Kepada Masyarakat (PkM), 4(1), 35-43. Retrieved from http://iocscience.org/ejournal/index.php/abdimas/article/view/1286
Ginting, E. S., & Apren Halomoan Hutasoit. (2021). Understanding the Use of Information Technology as a Supporting Media for Student Learning at SMK Negeri 1 Lubuk Pakam. Jurnal Mantik, 4(4), 2449-2452. https://doi.org/10.35335/mantik.Vol4.2021.1179.pp2449-2452
Ginting, E. S., & Hutasoit, A. H. (2021). FACTORS AFFECTING STUDENTS’THESIS COMPLETION ON DEPARTMENT OF MANAGEMENT STIE MIKROSKIL. JURNAL TARBIYAH, 27(2).
Ginting, E. S., Apren Halomoan Hutasoit, & Naca Warsinangin. (2021). North Sumatra Economic Growth Analysis. Jurnal Mantik, 5(1), 184-190. https://doi.org/10.35335/mantik.Vol5.2021.1297.pp184-190
Godart, F. C., & Mears, A. (2009). How do cultural producers make creative decisions? Lessons from the catwalk. Social Forces, 88(2), 671–692.
Hartati, S. (2021). The Concept of Populist Economy based on Transcendental Law. LEGAL BRIEF, 10(2), 131–139.
Hawkes, C. (2009). Sales promotions and food consumption. Nutrition Reviews, 67(6), 333–342.
Jang, S. S., Ha, A., & Silkes, C. A. (2009). Perceived attributes of Asian foods: From the perspective of the American customers. International Journal of Hospitality Management, 28(1), 63–70.
Jensen, J. M. (2011). Consumer loyalty on the grocery product market: an empirical application of Dick and Basu’s framework. Journal of Consumer Marketing.
Kopetz, C. E., Kruglanski, A. W., Arens, Z. G., Etkin, J., & Johnson, H. M. (2012). The dynamics of consumer behavior: A goal systemic perspective. Journal of Consumer Psychology, 22(2), 208–223.
Larivière, B., Joosten, H., Malthouse, E. C., Van Birgelen, M., Aksoy, P., Kunz, W. H., & Huang, M. (2013). Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management.
London, T., Anupindi, R., & Sheth, S. (2010). Creating mutual value: Lessons learned from ventures serving base of the pyramid producers. Journal of Business Research, 63(6), 582–594.
Luca, N. R., & Suggs, L. S. (2010). Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly, 16(4), 122–149.
Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. Mis Quarterly, 1131–1144.
Menegaki, A. N. (2012). A social marketing mix for renewable energy in Europe based on consumer stated preference surveys. Renewable Energy, 39(1), 30–39.
Pan, W.-H., Wu, H.-J., Yeh, C.-J., Chuang, S.-Y., Chang, H.-Y., Yeh, N.-H., & Hsieh, Y.-T. (2011). Diet and health trends in Taiwan: comparison of two nutrition and health surveys from 1993-1996 and 2005-2008. Asia Pacific Journal of Clinical Nutrition, 20(2), 238–250.
Pepe, M. S., Abratt, R., & Dion, P. (2011). The impact of private label brands on customer loyalty and product category profitability. Journal of Product & Brand Management.
Santoso, Y. S. (2021). Message Security Using a Combination of Hill Cipher and RSA Algorithms. Jurnal Matematika Dan Ilmu Pengetahuan Alam LLDikti Wilayah 1 (JUMPA), 1(1), 20–28
Solt, G. S. (2009). Taking ramen seriously: Food, labor, and everyday life in modern Japan. University of California, San Diego.
Suki, N. M. (2013). GREEN AWARENESS EFFECTS ON CONSUMERS’PURCHASING DECISION: SOME INSIGHTS FROM MALAYSIA. International Journal of Asia-Pacific Studies, 9(2).
Sukmana, D. M. (2020). Juridical Review of the Balance of Position of the Parties in the Micro Business Credit Agreement. LEGAL BRIEF, 9(2, May), 92–97
Susanti, M., & Samara, A. . (2021). Analysis of profitability, leverage, liquidity, and activity of financial distress basic study of chemical sub sector industry listed on BEI. Jurnal Ekonomi LLDIKTI Wilayah 1 (JUKET), 1(1), 5–13
Tuu, H. H., Olsen, S. O., & Linh, P. T. T. (2011). The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction‐loyalty relationship. Journal of Consumer Marketing.
Van Praet, D. (2012). Unconscious branding: How neuroscience can empower (and inspire) marketing. St. Martin’s Press.
Wau, M. (2021). The influence of dividend policy on the performance of mining companies: corporate governance as a moderating variable. Jurnal Ekonomi LLDIKTI Wilayah 1 (JUKET), 1(1), 14–17
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2010). Sustainable consumption: green consumer behaviour when purchasing products. Sustainable Development, 18(1), 20–31.