Pembimbing : Nursiti
Abstrak
The purpose of this study were to : (1) determine the influence of product to loyalty purchase of consumers in Jakarta, (2) determine the influence of price to loyalty purchase of consumers in Jakarta, (3) determine the influence distribution to loyalty purchase of consumers in Jakarta, (4) determine the influence of promotion to loyalty purchase of consumers in Jakarta and (5) to know the influence of marketing mix (product, price, distribution and promotion) simultaneously to loyalty purchase of consumers in Jakarta. This study is research survey with a population of consumers who make purchase or was consumptioning Indomie’s instant noodles in Jakarta in the last two weeks. Samples taken in this study are 100 respondents. Sampling technique based on convenience sampling. Data analysis was performed by multiple regression method. Based on the results of regression analysis showed that simultaneously variables product, price, distribution and promotion are able to influence significantly to loyalty purchase of consumers in Jakarta. The four independent variables are the variables product, price, distribution and promotion influence the loyalty purchase of consumers is about 99,7 percent. While partially variable product, price, distribution has positive and negative effect on the promotion of loyalty purchase of consumers in Jakarta. The product Indomie’s instant noodles is the dominant variable affecting the Indomie’s instant noodles loyalty purchase of consumers in Jakarta.

Key words : marketing mix, loyalty purchase