STRATEGI KEPUASAN KONSUMEN YANG BERDAMPAK MINAT BELI ULANG MELALUI BAURAN PEMASARAN,KUALITAS PRODUK DAN EKUITAS MEREK PADA PT.INTERTOBACCO UTAMA INDUSTRY KUDUS

Abstract

Product marketing has become an important part to be evolved and the progress of a
company. Because it is one of the principal keys to keep doing the activity and attainment of the
objectives of a company. Many are several factors that may affect the reduction in the number of sales
of a product, such as the marketing mix, product quality and brand equity. Based on the data that can
indicate that the marketing mix, product quality and brand equity affects customer satisfaction to
consume and can also be reset to attract buying interest. On this basis, this study aims to look at the
influence of marketing mix, product quality and brand equity to the satisfaction of consumers who
have an impact on the buying interest. The method used in this study is a quantitative method that a
population of 241 respondents using formula samples slovin to 71 respondents. The analysis covers
Validity, reliability test, Normality Test, Test multicoloniarity, Heteroskidastity Test, Linear
Regression Analysis Gradually, t Test, F Test, Test Coefficient of Determination.
Keywords: Brand Equity, Buying Interest Again, Customer Satisfaction, Marketing Mix, Product
Quality