ANALYSIS ON THE INFLUENCE OF 7P’S MARKETING MIX TOWARDS CUSTOMER LOYALTY IN MCDONALD’S INDONESIA

• Main Author: Shaffa Sadira, Diandra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68651
• Institution: Institut Teknologi Bandung

At present, many businesses have sprung up in various fields. Advances and developments in technology trigger and make it easier for business people to run their business. Of the various businesses that exist, food and beverage is a line of business that always exists. The food and beverage business is also one of the businesses that can survive. Food which is a primary need for humans is certainly needed to meet daily needs. Thus, humans need food for their survival. The food and beverage business is an interesting business to study its success, because there are various types of food and beverage business. One type of food and beverage business is fast food. The fast food industry is growing all over the world. Indonesia is one of the places that has a significant development of the fast food industry, therefore a good association between customers and service quality is needed so that it can support the development of the fast food industry. The fast food restaurant business in Indonesia is considered a potential business. There are various fast food brands entering the Indonesian market, such as McDonald's, KFC, Burger King, Wendy's, A&W, and many more. There is intense competition between these brands, so every company encourages their business to continue to grow and run by developing customer loyalty. In the food and beverage industry, fast food is often a human choice when they want to buy food. Therefore, this study was made to find out the reasons why fast food is often the top of mind in buying food and the extent to which these factors affect customer loyalty. Customer loyalty plays a very important role in ensuring business success in the highly competitive market in this era. Business people must always maintain and have loyal customers to maintain their sustainability. Customer loyalty describes the willingness of customers to always subscribe to a company in the long term. This is evidenced by customers buying and using the company's goods and/or services repeatedly, as well as customers voluntarily recommending the company's products to relatives or other parties. This study refers to a fast food brand that is quite well known, namely McDonald's. This research was conducted in Indonesia, especially in the cities of Jakarta and Bandung, which are two big cities in Indonesia. McDonald's has many branches in Indonesia. This study uses the 7P Marketing Mix, as a measure of the factors that support people buying McDonald's. The 7P marketing mix consists of Product, Price, Place, Promotion, People, Process, and Physical Evidence. This study uses the use of primary and secondary data, with a quantitative approach to respondents. The analytical method used in data processing is Multiple Linear Regression. The results of this study are only a few elements of the 7P Marketing Mix that affect customer buying interest, the rest have little or no effect. This research can be used by business people, especially in the food and beverage sector, in predicting what elements or factors must be highlighted so that their business can attract people's buying interest.