The Effect Of Marketing Mix On Students Loyalty Towards Instant Noodles With The Brands of INDOMIE, SEDAP, and ABC With Moderated Variety Seeking

Journal of Management Science (JMAS)

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Field Value
 
Title The Effect Of Marketing Mix On Students Loyalty Towards Instant Noodles With The Brands of INDOMIE, SEDAP, and ABC With Moderated Variety Seeking
 
Creator Arthantri, Diani
 
Subject Instant noodles
Marketing;
Moderated variety seeking
 
Description This research aims to know the effect of marketing mix on students loyalty of instant noodle with the brands of Indomie, Sedaap, and ABC which is moderated by variety seeking characteristics of consumers. This research was conducted in August-September 2010 at the Management Students Economic Faculty Sanata Dharma University Yogyakarta. Data were collected using questionnaire. The population of the research was Management Students of Economics Faculty, Sanata Dharma University Yogyakarta, from 2005-2008 batch who have consumed instant noodle of the brands of Indomie, Sedaap, and ABC. The sampling technique in this research is nonprobability accidental sampling. The samples were 100 respondents. The data analysis technique used were Multiple Linear Regression analysis and Regression Analysis with moderating effect. Results show that: 1) Marketing mix influences students loyalty. 2) Variety seeking characteristics moderates the influence of product on loyalty.
 
Publisher Institute of Computer Science (IOCS)
 
Date 2021-07-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://exsys.iocspublisher.org/index.php/JMAS/article/view/108
10.35335/jmas.v4i3.108
 
Source Journal of Management Science (JMAS); Vol. 4 No. 3 (2021): July: Management Science; 83-92
Junal Ilmu Manajemen; Vol 4 No 3 (2021): July: Management Science; 83-92
2684-9747
10.35335/jmas.v4i3
 
Language eng
 
Relation https://exsys.iocspublisher.org/index.php/JMAS/article/view/108/76
 
Rights Copyright (c) 2021 Journal of Management Science (JMAS)
 

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