The Influence Of Marketing Program Of JIF’S Brand To Face National and International Competition

Meriza Hendri, Sari Dewi Oktari Widyatama University, Bandung merizahendri@yahoo.com , sarioktari@yahoo.com Cibaduyut has been ...

Meriza Hendri, Sari Dewi Oktari
Widyatama University, Bandung


Cibaduyut has been known as center of shoe producers. But, a lot of shoes from national or international company offered to Bandung people. Consequently, shoe industry has high competition but there is a small company offers JIF’s Brand. This micro enterprise is owned by a house wife. She has a unique marketing program to win competition and until now, she has loyal customers.  Unfortunately, competitors had able to influence JIF’s customers. The goal of this research is to know and analysis how is the marketing program, customer loyalty and it’s influence on customer loyalty. Research objects are individual costumer of JIF’S. This study uses descriptive – verificative method with descriptive and explanatory survey. Sample is 50 customers. Path analysis is used to analyze data. Marketing mix gives positive influence on customer loyalty. Simultaneously, product, price, place and promotion influence customer loyalty of JIF’s. It’s too small with 17.8%. Based on analytical to this data, most of factors influence customer loyalty is personal of JIF’s owner. In a micro business, owner becomes the most important factor influence customers to buy products. Partially, price become the only one factors that influence customer loyalty. Product, place and promotion do not give influence.

Keywords: micro business, marketing mix, customer loyalty





Paper ini dipresentasikan dalam IICIES ITB 2010, full paper bisa didapat dengan menghubungi Email: merizahendri@yahoo.com, Hp: 081322492555, PIN BB: 226DF7C4 
Nama

+,3,abcgm,1,Ahli strategi bisnis/strategic young entrepreneur/Entrepreneur harus jadi ahli strategi,688,Article Corporate Entrepreneurship,3,Artikel,23,Balanced scorecard,45,Bandung TV,11,BELBIZ ON RADIO K-LITE,99,Berita,44,BINESIA.COM,2,Bisnis,117,Blogdetik,1,BPOM,2,business today,3,Communication,5,CORPORATE CULTURE,2,Corporate Entrepreneurship,159,CSR,92,Decision making,6,Entrepreneur,7,Entrepreneurship,342,Financial Literacy,24,Foto,221,GES,16,GIMB Foundation Gallery,213,GIMBERS,22,ICRI,6,Information & Technology,3,ISLAM,15,JUARANEWS.COM,1,Knowledge Manage,1,Knowledge Management,57,Koperasi,1,Koperasi karyawan,7,KORAN BISNIS BANDUNG,21,KULINER,5,Leadership dan Followership,20,Liputan Media,511,Management Tools,3,Manajemen,1097,Manajemen keuangan dan Akuntansi,112,Manajemen Operasi,128,Manajemen Pemasaran,148,Manajemen Stratejik,189,Manajemen Sumber daya manusia,122,Materi Kuliah,107,Meriza Gallery,424,MIND MANAGEMENT,6,Motivation,1,MY PHOTO ALBUM,303,MY TRAINING GALLERY,44,On Air Radio Bobotoh 96,63,On portal,10,On Radio,191,On TV,124,On TV.,6,Pensiunpreneur,30,Pensiunpreneurship,1684,PEOPLE,2,Prisma prima,1,Program Pelatihan,14,SMC,83,STRABIZ,150,Strabiz TV,2,Team work,1,Tulisan di Majalah WK,7,Video,621,www.strategidanbisnis.com,225,
ltr
item
Dr. Meriza Hendri: The Influence Of Marketing Program Of JIF’S Brand To Face National and International Competition
The Influence Of Marketing Program Of JIF’S Brand To Face National and International Competition
Dr. Meriza Hendri
https://www.drmerizahendri.com/2012/01/influence-of-marketing-program-of-jifs_06.html
https://www.drmerizahendri.com/
https://www.drmerizahendri.com/
https://www.drmerizahendri.com/2012/01/influence-of-marketing-program-of-jifs_06.html
true
2320783002042144598
UTF-8
Loaded All Posts Not found any posts VIEW ALL Readmore Reply Cancel reply Delete By Home PAGES POSTS View All RECOMMENDED FOR YOU LABEL ARCHIVE SEARCH ALL POSTS Not found any post match with your request Back Home Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sun Mon Tue Wed Thu Fri Sat January February March April May June July August September October November December Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec just now 1 minute ago $$1$$ minutes ago 1 hour ago $$1$$ hours ago Yesterday $$1$$ days ago $$1$$ weeks ago more than 5 weeks ago Followers Follow THIS PREMIUM CONTENT IS LOCKED STEP 1: Share to a social network STEP 2: Click the link on your social network Copy All Code Select All Code All codes were copied to your clipboard Can not copy the codes / texts, please press [CTRL]+[C] (or CMD+C with Mac) to copy Table of Content