PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN RUMAH MAKAN AYAM GORENG NELONGSO CABANG UNIVERSITAS MUHAMMADIYAH MALANG

This study aims to determine the effect of marketing mix consisting of products, price, location, and promotion on consumer loyalty of Nelongso fried chicken restaurants This study uses a quantitative descriptive approach with the object of consumer research of Islamic Economics students of the University of Muhammadiyah who have bought Nelongso fried chicken products. A total of 100 respondents' data were collected using the Judgment Sampling method with non-random sampling techniques. The results of this study indicate that simultaneously the independent variables namely product, price, location, and promotion have an influence on the dependent variable namely customer loyalty. While partially these four variables have different effects, products, prices and promotions have a significant effect on consumer loyalty, while location does not have a significant effect on consumer loyalty. It can be concluded as a whole of the four variables that have the most significant influence is the price variable