Bordo, Yoan Aldila Dogni and Pratama, Yudhistira (2018) The Analysis Of 7P’s Of Marketing Mix Towards Customer Retention: Case Study Of Namaaz Dining. Bachelor thesis, Swiss German University.

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Abstract

Nowadays, the eating-out habit has been increasing especially in Jakarta, therefore demand for food and beverages are also increasing. That situation supports restaurant industry, hence the number of restaurants is increasing. To survive, it is important to maintain a relationship with customers and retain them. Retaining customers and make them stay afloat on the business is better than gaining new customers. This research aimed to find out the effect of Marketing Mix on customer retention. It is a case study of Namaaz Dining, a molecular gastronomy restaurant in Jakarta. There are 7P’s of Marketing Mix that being examined in this research by using multiple regression analysis. This research is using the quantitative method with a questionnaire as the data collection method. The questionnaire distributed to Namaaz Dining’s customers through social media. All data collected were processed using SPSS ver.23. The results show that 7Ps of marketing mix has a positive effect on customer retention, with Process, People and Product as the most significant factors.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Marketing Mix; Customer Retention; Restaurant Industry; Molecular Gastronomy
Subjects:	H Social Sciences > HB Economic Theory > HB221 Price H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	30 May 2020 09:51
Last Modified:	30 May 2020 09:51
URI:	http://repository.sgu.ac.id/id/eprint/720

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