Electronic Theses and Dissertation

Tujuan penelitian ini adalah untuk menganalisis “pengaruh marketing mix terhadap niat beli ulang yang dimediasi oleh kepuasan konsumen pada produk gula aren kampung uring kecamatan pining kabupaten gayo lues”. jumlah responden dalam penelitian adalah 175 konsumen pada produk gula aren kampung uring kecamatan pining kabupaten gayo lues. metode pengambilan sampel mengunakan non probability sampling dengan teknik pengambilan purposive sampling. sesuai dengan ketersediaan data dan tuntutan analisis, maka peneliti menggunakan spss versi 24 untuk menganalisis datanya. penelitian ini mengemukakan bahwa semua variabel berpengaruh signifikan antar hubungan langsung maupun mediasi mulai dari produk, harga, distribusi dan promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen, produk, harga, distribusi dan promosi berpengaruh positif dan signifikan terhadap niat beli ulang dan kepuasan konsumen berpengaruh positif dan signifikan terhadap niat beli ulang. kemudian kepuasan konsumen mampu memediasi secara persial antara produk, harga, distribusi dan promosi terhadap niat beli ulang harga gula aren kampung uring kecamatan pining kabupaten gayo lues. kata kunci: marketing mix, kepuasan konsumen dan niat beli ulang

The aim of this research is to analyze "The influence of the marketing mix on repurchase intentions which is mediated by consumer satisfaction with palm sugar products from Uring village, Pining sub-district, Gayo Lues district". The number of respondents in the research was 175 consumers of palm sugar products from Uring village, Pining subdistrict, Gayo Lues district. The sampling method uses non-probability sampling with a purposive sampling technique. In accordance with data availability and analytical demands, researchers used SPSS version 24 to analyze the data. This research suggests that all variables have a significant influence between direct and mediated relationships starting from product, price, distribution and promotion have a positive and significant influence on consumer satisfaction, product, price, distribution and promotion have a positive and significant influence on repurchase intentions and consumer satisfaction has a positive influence and significant to repurchase intention. Then consumer satisfaction is able to partially mediate between product, price, distribution and promotion on the intention to repurchase the price of palm sugar in Uring village, Pining sub-district, Gayo Lues district. Keywords: Marketing Mix, Consumer Satisfaction and Repurchase Intention