Pengaruh bauran pemasaran dan citra merek terhadap loyalitas konsumen semen instan

The prospect of the cement industry from year to year has increased significantly. In 2011 recorded premixed mortar only produced by 10 companies, however in 2016 is as many as 104 companies in premixed mortar. This indicates that business in the field of industrial materials building be interesting and promising. In the manner of this approach, companies apply mix marketing to obtain the distinct impression and responses from the customers as part of the company strategy to improve the company performance. Mix marketing applied seven variables (7P) covering, product, price, place, promotion, process, people, and physical evidence. The company is also shall in the observance to brand image that flourished in the market. The more know about their products, the more loyalty happened. So that the brand image into one variable which important in provides a view to company. With this approach, the purpose of this study is to analyze the different perceptions of the marketing mix (product, price, place, promotion, process/service, people/human resources, and physical evidence), brand image, and loyalty on premixed mortar brands, analyze the effect of marketing mix (product, price, place, promotion, process/service, people/human resources, and physical evidence) and brand image of premixed mortar consumer loyalty, and formulate managerial implications that can be applied in premixed mortar for business continuity in the future The research was conducted in May - August 2017 through direct survey using questionnaire. The sample of respondents were 100 decision makers in the project that used the two biggest brands of premixed mortar in Indonesia. Statistical analysis used was t-test different analysis and SEM (Structural Equation Modeling). An analysis in order to analyze the influence of marketing mix and brand image on customer loyalty is using SEM. While t-test analysis is to find out the difference of each indicators and variables. The data obtained was processed by using Microsoft Excel 2013, and SmartPLS. Different t-test results indicate significant differences in product variables, promotions, services, physical evidence, and images between Brand A and Brand B. The results of SEM analysis on both Brand A and Brand B that product variables, prices, and brand image influence significant to consumer loyalty. However, there was a difference between premixed mortar Brand A and Brand B was service variables significantly affect loyalty in Brand A, but not significant in Brand B. The most dominant factor is the price variable. Implication managerial recommendations be more emphasis on namely segmentations, targeting, and positioning (STP). From the segmentation can be determined based on the consumers who have bought and used the product, the large project needs can affect the criteria of consumer entry in upper, middle, or lower segment. In terms of targets, consumers with large project needs, will always benefit from price, and service. In terms of positioning Brand A should always be able to create a good image to every consumer in order to keep the name and good relationship between both parties. In terms of positioning Brand B must prioritize services in order to create a good relationship to consumers