Authors:

Ida Ayu Putu Citra Dewi, I Gusti Ayu Oka Suryawardani

Abstract:

“Hatten Wines is one of the alcoholic beverage products produced in Bali and owned by Balinese. Its role is very important as a substitute product for imported alcoholic beverage products. The research objectives are: (i) identifying the marketing mix variables that determine the purchasing decisions and loyalty to Hatten Wines products and their forming indicators, and (ii) investigating the roles of marketing mix on the customers’ purchasing decisions and loyalty to Hatten Wines products. The study was conducted in Sanur, Kuta and Nusa Dua by distributing questionnaires to 100 foreign tourists. The data was analyzed based on the factor analysis by using SPSS program. The results of the study indicate that; (i) Marketing Mix variables that determine the purchasing decisions and product loyalty to Hatten Wines consist of products, prices, promotions, places and distribution. Product variables are formed from five indicators, namely brand, taste, packaging, aroma, and product variety. Price variables are formed from three indicators, namely affordability of prices, value for money, and price competitiveness. Promotion variables are formed from four indicators, namely promotion services, media promotion, promotion quality, and promotion quantity. Place and distribution variables are formed from three indicators, namely place of sale, product availability, and ease of access. (ii) Hatten Wines Marketing Mix plays a positive role and is significantly related to the consumers’ purchasing decisions and loyalty in consuming Hatten Wines, which is 60.946%. The remaining 39.054% is influenced by other variables not included in the model. Keywords: marketing mix, consumers’ loyalty, Hatten Wines, Bali.”

Keywords

marketing mix, consumers’ loyalty, Hatten Wines, Bali.

Downloads:

Download data is not yet available.

References

  • Chien-Hsiung, L. (2011) ‘A study on the relationship between the brand image and customer satisfaction in the catering businesses’, African Journal of Business Management. Academic Journals, 5(18), pp. 7732–7739.
  • Henrques, F. D. C. (2014) Effect of Education and Training Programs on Employee Performance (Case Study on Instituto Nacional da administração Publica Timor Leste).
  • Santoso, S. (2015) ‘Menguasai Statistik Multivariat’, Jakarta: PT Elex Media Komputindo.
  • Suryawardani, I. G. A. et al. (2016) ‘Implementation of Social Accounting Matrix in Calculating Tourism Leakage of Accomodation in Bali’, International Journal of Applied Business and Economic Research, 14(13), pp. 9377–9405.

PDF:

https://jurnal.harianregional.com/eot/full-47982

Published

2019-04-05

How To Cite

CITRA DEWI, Ida Ayu Putu; SURYAWARDANI, I Gusti Ayu Oka. Relationship between Marketing Mix and Cunsomers’ Loyalty of Hatten Wines Products.E-Journal of Tourism, [S.l.], p. 139-146, apr. 2019. ISSN 2407-392X. Available at: https://jurnal.harianregional.com/eot/id-47982. Date accessed: 08 Jul. 2024. doi:https://doi.org/10.24922/eot.v6i1.47982.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

Volume 6 Number 1 (March 2019)

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License