ANALISA KEKUATAN STRATEGI PEMASARAN MELALUI ONLINE MARKETING, OFFLINE MARKETING DAN SERVICE EXCELLENT TERHADAP LOYALITAS KONSUMEN PT. ADINATA GRAHA RAYA KALIWUNGU DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

The phenomenon of the higher land prices due to the increasing number of people to make the price of
the property more expensive, but much needed. This research was conducted at PT. Adinata Graha Raya, a
property development company in the region Kaliwungu, Kendal. Due to the economic growth has slowed
down, making capital-intensive sector sales slowed participate, the study tried to measure the effect of applying
pemsaran strategies through online, offline and culture of service excellence. Total population of 730 people
who are consumers who already buy and sell with PT. Adinata Graha Raya, with a sample of 100 people. The
research method is a method of quantitative analysis to measure the effect of variable Online Marketing, Offline
Marketing and Service Excellence to the Consumer Loyalty with Customer Satisfaction as an intervening
variable. Then processed using SPSS use test instruments, Classical Assumption Test, and Test Regression
Coefficients two stages. Research shows that a low Online has the most impact on consumer satisfaction than
variables Offline and Service Excellence. Online Marketing strategies thus need for a strengthening
reinforcement without lowering Offline strategies and Service Excellence.
Keywords: Online Marketing, Offline Marketing, Service excellent, customer satisfaction, customer
loyalty