@misc{eprints55277,
           title = {PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS
KONSUMEN BUAH MELON (CUCUMIS MELO L.) DI
PT. MEKAR UNGGUL SARI BOGOR, JAWA BARAT (STUDI KASUS)},
          author = {1414131159 Rangga Aldion},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS PERTANIAN},
            year = {2019},
             url = {http://digilib.unila.ac.id/55277/},
        abstract = {Penelitian ini bertujuan untuk menganalisis : 1bauran pemasaran buah melon, 2
tingkat
loyalitas konsumen buah melon, 3pengaruh bauran pemasaran terhadap loyalitas
konsumen buah melon di PT. Mekar Unggul Sari Bogor, Jawa Barat. Lokasi
penelitian ditentukan secara sengaja (purposive) dengan pertimbangan bahwa PT.
Mekar Unggul Sari merupakan salah satu agrowisata pertanian yang besar di Jawa
Barat. Data dikumpulkan pada bulan Oktober sampai November 2018. Responden
pada penelitian merupakan konsumen yang berkunjung ke Wahana Melon dan
berjumlah 89 orang dengan menggunakan teknik accidental sampling. Metode
analisis yang digunakan adalah analisis deskriptif, piramida loyalitas dan regresi
linier berganda. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap
bauran pemasaran (produk, harga, lokasi dan promosi) buah melon di PT. Mekar
Unggul Sari memiliki nilai rata-rata konsumen pada masing-masing variabel berada
dalam kategori baik atau telah sesuai dengan harapan konsumen. Tingkat loyalitas
konsumen buah melon di PT. Mekar Unggul Sari dalam penelitian berada pada level
Liking the Brand dengan persentase 93,26\%. Loyalitas konsumen buah melon di PT.
Mekar Unggul Sari dipengaruhi oleh produk, harga, dan lokasi secara This study aims to analyze : 1

the marketing mix of melon, 2

the level of customer

loyalty to the consumption of melon fruit and 3

the effect of the marketing mix on the
loyalty of melon customer at PT. Mekar Unggul Sari Bogor, West Java. The location
of the research was determined intentionally with the consideration that PT. Mekar
Unggul Sari is one of the major agricultural agro-tourism in West Java. Data was
collected in September until November 2018. Respondents in this study were
customers who visited Wahana Melon amounted to 89 people using accidental
sampling. The analytical methods used were descriptive analysis, loyalty pyramid
and multiple linear regression. The results of the study showed that customer
perseptions of the marketing mix (product, price, place and promotion) of melon at
PT. Mekar Unggul Sari have an average value of customer on each variable were in
good category that were in line with customer expectations. The level of consumer
loyalty of melon at PT. Mekar Unggul Sari in this research was at the Liking the
Brand level with percentage at 93,26. Loyalty of customer melon fruit at PT. Mekar
Unggul Sari was influenced significantly by product, price and place. Keywords: loyalty of customer, marketing mix, melon fruit}
}