STRATEGI PENGEMBANGAN MARKETING MIX PADA USAHA KOPI LESEHAN DI KOTA PEMATANG SIANTAR DENGAN METODE SKALA PRIORITAS SEGMENTASI PASAR
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Nurmala
Andinna Ananda Yusuff
Arliansyah
Nur Mazdalifah
Riada Mareny
Hasil penelitian menunjukkan bahwa hasil analisis terhadap hipotesis1dapat diketahui bahwa variabel Faktor Organisasional (X1) berpengaruh terhadap variabel Loyalitas (Z). Berdasarkan hasil analisis terhadap hipotesis 2 dapat diketahui bahwa variabel Kompensasi (X2) berpengaruh terhadap variabel Loyalitas (Z). Berdasarkan hasil analisis terhadap hipotesis 3 dapat diketahui bahwa variabel Faktor Organisasional (X1) tidak berpengaruh terhadap variabel Kinerja (Y). Berdasarkan hasil analisis terhadap hipotesis 4 dapat diketahui bahwa variabel Kompensasi (X2) berpengaruh terhadap variabel Kinerja (Y). Berdasarkan hasil analisis terhadap hipotesis 5 dapat diketahui bahwa variabel Loyalitas (Z) tidak berpengaruh terhadap variabel Kinerja(Y). Berdasarkan hasil uji intervening memperlihatkan bahwa Pengaruh langsung Faktor Organisasional (X1) terhadap variabel Kinerja (Y) sementara pengaruh tidak langsung melalui variabel Loyalitas (Z) dari hasil perhitungan yang didapat menunjukkan pengaruh secara tidak langsung melalui variabel Loyalitas (Z) lebih kecil dibanding pengaruh secara langsung terhadap variabel Kinerja Y. Berdasarkan hasil uji intervening memperlihatkan bahwa Pengaruh langsung Kompensasi (X2) terhadap Kinerja (Y) dan Kompensasi (X2) melalui variabel Loyalitas (Z) terhadap Kinerja (Y). Dari hasil perhitungan yang didapat menunjukkan pengaruh secara tidak langsung melalui variabel Loyalitas (Z) lebih besar dibanding pengaruh secara langsung terhadap variabel Kinerja (Y).
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