Effect of Loyalty Marketing Mix to the Graduate Student Services at the Faculty of Economics, University of Padang Satisfaction as Variable Mediation

DOI

10.2991/aebmr.k.201126.074How to use a DOI?

Keywords

marketing mix, satisfaction, loyalty

Abstract

The research objective to analyze the effect of: 1) the marketing mix to the loyalty of post-graduate students of economic Faculties UNP, 2) marketing mix to satisfaction of post-graduate students of economic Faculties UNP, 3) satisfaction to loyalty graduate student at the faculty of economics UNP, 4) see how influence on loyalty marketing mix with satisfaction as mediating variables. The total sample of 145 people, using random sampling statified. Types and sources of the data are primary and secondary data. The research found that: 1) The marketing mix significant and positive impact on loyalty graduate student at the faculty of economics UNP, 2) marketing mix significant and positive impact on satisfaction post-graduate students of economic Faculties UNP.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nur Robiah Restu Nasution
AU  - Idris
PY  - 2020
DA  - 2020/11/27
TI  - Effect of Loyalty Marketing Mix to the Graduate Student Services at the Faculty of Economics, University of Padang Satisfaction as Variable Mediation
BT  - Proceedings of the 5th Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-5 2020)
PB  - Atlantis Press
SP  - 668
EP  - 677
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201126.074
DO  - 10.2991/aebmr.k.201126.074
ID  - Nasution2020
ER  -