Analisis Pengaruh Strategi Pemasaran Syariah terhadap Loyalitas Konsumen pada Home Industri Tahu Andika Kecamatan Muara Tembesi Kabupaten Batang Hari

Abstract

Strategy on Consumer Loyalty at Home Industry Tofu Andika, Muara Tembesi District, Batang Hari Regency
can be concluded from the three analyzes used, from the results of multiple linear regression if Product (X1),
Price (X2), Place (X3) and Promotion (X4) = 0, then Consumer Loyalty (Y) is 10,856. If Product (X1)
increases by one unit, then Consumer Loyalty increases by 0.435 assuming the variables Price (X2), Place
(X3), Promotion (X4) = 0 or constant , If the price (X2) increases by one unit then consumer loyalty increases
by 0.350 assuming the variables Product (X1), Place (X3) and Promotion (X4) = 0 or constant, If Place (X3)
increases by one unit then consumer loyalty increases by 0.513 assuming the variables Product (X1), Price
(X2) and Promotion (X4) = 0 or constant and If Promotion (X4) increases by one unit then consumer Loyalty
increases by 0.213 assuming the variables Product (X1), Price (X2) and Place (X3) = 0 or constant From the
summary table, the value of the Marketing strategy is a mindset that will be used for a strategy carried out to
achieve profitable marketing for the company, also regarding specific strategies in target market segments,
positioning, as well as marketing and how much to spend on marketing. The purpose of marketing itself as a
tool for marketing that already exists in the various elements of a marketing program that has been needed is
also considered so that the objectives of the marketing strategy and positioning that are applied can run
successfully. Marketing planning usually occurs and is arranged based on the 4Ps which become indicators,
namely: product (product), price (price), place (place), promotion (promotion). This study aims to determine
the condition of sharia marketing strategy and consumer loyalty as well as respondents' responses to the
influence of sharia marketing strategy on consumer loyalty in the Home industry of Tofu Andika, Muara
Tembesi District, Batang Hari Regency. This research is qualitative and quantitative. The sample in this study
amounted to 99. The data were analyzed using 2 (two) ways, namely by using multiple linear regression and
using the SPSS program to determine the factors that influence purchasing decisions with the t test and F test
using the coefficient of determination simultaneously. Analysis of the Effect of Sharia Marketing coefficient
of determination (r2) obtained is 0.586, which means that the influence of sharia marketing strategy on
Consumer Loyalty in the Andika Tofu Home Industry is 58.6% while the remaining 42.4% is due to other
factors not included in this study.