Hubungan antara Marketing Mix dengan Loyalitas Konsumen Kopi Ngrancah di Desa Ngrancah Kecamatan Ngrabag Kabupaten Magelang

Abstract

Ngrancah Coffee is one of the trade names of coffee producers in Ngrancah Village, Ngrabag District, Magelang Regency. Ngrancah coffee is available with robusta types with various types of coffee processing. The research aim was to analyze the relationship between marketing mix variables with consumer loyalty in Ngrancah village. The research was conducted from January to February 2022. The type of research is quantitative descriptive. The sampling technique used in sampling is non probability sampling by accidental sampling. The number of samples used in this study were 56 consumers who had purchased Ngrancah coffee products. Types of data using primary data and secondary data with data collection techniques using interviews, observation, and documentation. The analysis used is spearman rank correlation. The results of this study indicate that: product (X1) and promotion (X3) have a strong level of relationship and are significantly correlated with consumer loyalty (Y), while, price (X2) and location ( X4) have a moderate level of relationship and have a significant correlation with consumer loyalty.