The effect of marketing mix towards customer loyalty through customer satisfaction as an intervening variable on Geprek pop Tondano

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Roring, Johanna Karlina (2023) The effect of marketing mix towards customer loyalty through customer satisfaction as an intervening variable on Geprek pop Tondano. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

The small and medium-sized company sectors started to gather up speed again after the world entered the endemic phase. Restaurants have started to plan their operations to take advantage of the growing market share, therefore company owners are eager to run their operations in a more inventive way to fit the people's modern way of life. Since the pandemic, people's lifestyle have undoubtedly altered, which presents new challenges for business owners. Not just at the international or national level, but also at the regional level, the SMEs sector is growing. The subject of the author's investigation in this instance is Geprek pop tondano, a modest restaurant that was opened in 2019 and is conveniently situated in the heart of the town of Tondano in the Minahasa regency of north Sulawesi. Geprek pop Tondano's benefits include offering savory chicken at reasonable cost and chicken with a special spicy matah sauce. Owners of restaurants must have a clear new business concept to boost sales, namely by employing a marketing mix strategy to demonstrate the target market's reaction by satisfying customer demand in line with their demands.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 14 Feb 2023 03:13
Last Modified: 15 Feb 2023 03:21
URI: http://repository.ipmi.ac.id/id/eprint/1758

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