Prayoga, Imran and Mariza, Ita and Simatupang, Parhimpunan (2016) Analysis of Key Factors that Contributed to Customers’ Buying Decision, Satisfaction and Loyalty of PT XYZ’s Chilled Products Category in Modern Market Channel. Masters thesis, Swiss German University.

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Abstract

With the current business practices and competition, a company needs to quickly adapt with the condition with measured strategies that able to satisfy its customers and increasing their loyalty. This thesis will study about the key external, internal and marketing mix factors that contributed to the purchasing decision of PT XYZ’s chilled products in modern market channel and the connection with the satisfaction and loyalty of the customers. The primary data were gathered by questionnaire to the 200 respondents which were the customer of PT XYZ’s product at least once in the last 6 months. The data gathered were then analyzed with statistical program SPSS and AMOS . The results showed that all external, internal and marketing mix correlated possitively to the purchase decision with marketing mix as the most influential factor. Place/distribution was the most influential in marketing mix, whereas knowledge was the most influential internal factor, and social class was the most influential external factor. The satisfaction level was on slightly satisfied – satisfied level. The purchase decision correlated to the satisfaction and at the end, the satisfaction correlated to customer’s loyalty. Several conclusion and recommendations also presented in the last chapter of this thesis

Item Type:	Thesis (Masters)
Additional Information:	External Factors; Internal Factors; Marketing Mix; Customer Satisfaction; Customer Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Atroridho Rizky
Date Deposited:	07 Jul 2020 13:20
Last Modified:	07 Jul 2020 13:20
URI:	http://repository.sgu.ac.id/id/eprint/1072

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