ENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN PASTA GIGI PEPSODENT DI KECAMATAN KRETEK, KABUPATEN BANTUL. Oleh Burhanudin

This research aim to: (1) testing influence of product variable to tooth paste consumer loyalties of pepsodent; (2) testing influence of price variable to tooth paste consumer loyalties of pepsodent; (3) testing influence of distribution variable to tooth paste consumer loyalties of pepsodent; (4) testing influence of promotion variable to tooth paste consumer loyalties of pepsodent; and (5) testing influence of product variable, price, distribution, and promotion to tooth paste consumer loyalties of pepsodent.

Size measure of sample which is used in this research is 58 respondent people that is society in district of Kretek, sub-province of Bantul. Design in take of sample with sampling convenience. Data analyser with statistical test of t, statistical test of F, and coefficient of determination (R2).

Result of the research indicate that hyphotesis 1 do not supported, while hyphotesis 2, hyphotesis 3, hyphotesis 4, and hyphotesis 5 supported. Mean while assess coefficient of determination (R2) equal to 0,607. This matter indicate that 60,7% variation of loyalties consumer explained by variable of independent that is product, price, distribution, and promotion, while the rest that is 39,3% explained by other variables outside model in this research.

Keywords: product, price, distribution, and promotion