LEVEL OF 7P MARKETING MIX AND CONSUMERS LOYALTY
IN TRADITIONAL MARKET
Tingkat Penerapan Bauran Pemasaran 7P dan Loyalitas Konsumen
di Pasar Tradisional
Hariyani Dwi Anjani1), Irham2), Lestari Rahayu Waluyati3)
1) Master Program in Agribusiness Management, Universitas Gadjah Mada
2, 3) Faculty of Agriculture, Universitas Gadjah Mada
St. Flora No.1 Bulaksumur, Sleman, Yogyakarta 55281. Telp. (0274)555675
ABSTRACT
Traditional market as the centre of economic activities of most Indonesian society began to be displaced by the existence of modern market. Improving services is important to provide satisfaction and increase consumer loyalty in order to retain them. The purpose of this research are: 1) To know the level of marketing mix of (Product, Price, Place, Promotion, People, Process, in 7P traditional market and 2) To know the level of satisfaction and loyalty of traditional market consumers. There were 180 traditional market consumers selected from 8 traditional markets in 6 districts in 5 provinces spread in Indonesia by incidental sampling method. Checklists and Likert scale questionnaires were used as tools in this study. Descriptive analysis method was used to analyze data. From the analysis results known that according to the consumers, the implementation level of marketing mix in traditional market was high with an average value 74.07%. The order of marketing mix aspect from the highest is People, Process, Physical Evidence, Price, Place, Product, and Promotion. People was the highest. This shows that friendliness, alertness, honesty of traders were still a hallmark of traditional markets. Promotion was the lowest because most merchants do not implement proper promotion. Promotion is limited to simple bonus, words of mouth, and use of HP to receive orders. The average of consumers loyalty level in traditional market was 77.61% that categorized as high. It means that consumers will continue to shop back to traditional markets and willing to recommend others to shop in traditional markets.
Keywords : consumer, loyalty, marketing mix, traditional market
INTISARI
Pasar tadisional sebagai pusat kegiatan ekonomi sebagian besar masyarakat Indonesia mulai tergantikan oleh keberadaan pasar modern. Kepuasan dan Loyalitas konsumen merupakan kunci untuk mempertahankan eksistensi pasar tradisional salah satunya melalui penerapan strategi bauran pemasaran 7P. Tujuan dari penelitian ini adalah : 1) Mengetahui tingkat penerapan bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence) di pasar tradisional dan 2) Mengetahui tingkat loyalitas konsumen pasar tradisional. Sampel sejumlah 180 orang konsumen pasar tradisional yang dipilih dengan metode insidental sampling dari 8 pasar di 6 kabupaten di 5 propinsi di Indonesia. Pengambilan data dilakukan dengan menggunakan kuesioner berbentuk ceklis dengan skala Likert 1-5. Metode analisis deskriptif digunakan untuk menganalisis data. Dari hasil analisis diketahui bahwa menurut konsumen, tingkat penerapan bauran pemasaran di pasar tradisional tergolong tinggi dengan nilai rata-rata 74,07%. Urutan tingkat penerapan aspek bauran pemasaran dari yang tertinggi
