The Influence of Promotional Mix Toward Customer Loyalty By Using Switching Barriers As The lntervening Variable (Case:TelkomFlexi padang)

Sulistia, Engla (2009) The Influence of Promotional Mix Toward Customer Loyalty By Using Switching Barriers As The lntervening Variable (Case:TelkomFlexi padang). Other thesis, Fakultas Ekonomi.

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Abstract

This research describes the influence of promotional mix toward customer loyafty by using switching barriers as the intervening variable. Promotional mix consists of four variables. They are advertising, personal selling, sales promotion, and publicity. The case study is from TelkomFlexi Padang. There are 150 respondents from TelkomFlexi customers comprehended in this research- The respondents which involved are taken by using convenience sampling. The data is analyzed by examining the questionnaires have been distributed, using SPSS program, The findings can be taken as marketer's consideration to know what promotional mix that influences the customer loyalty of TelkomFlexi. The research result is useful for the marketers to know what promotional mix that they need to use for their business, especially in provider business. Keywords: lnfluence Promotional Mix, Customer Loyalty, Switching Barriers.

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