Abstract
Marketing Strategy is an integrated comprehensive plan in the field of marketing and marketing targets in achieving company goals through a marketing mix that includes product, price, place and promotion strategies. The purpose of this study was to analyze and test the effect of marketing strategy on increasing product sales at Nova stores. The population in this study is Nova shop located in Situbondo. The sampling technique was determined by probability sampling technique with a simple random sampling method. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM).
 The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that price and store image have a significant positive effect on consumer satisfaction, price and store image have a significant positive effect on consumer loyalty, consumer satisfaction has a significant negative effect on consumer loyalty, price on consumer loyalty through satisfaction consumers have a significant negative effect, and store image on consumer loyalty through consumer satisfaction has a negative but not significant effect.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
