PERAN ISLAMIC MARKETING MIX (IMM) PADA KEPUASAN, CITRA, DAN MINAT BERKUNJUNG ULANG KONSUMEN RUMAH MAKAN LOKAL KHAS MELAYU DI KOTA PONTIANAK

Abstract

The rapid development of the culinary industry has led to fierce competition. The higher growth rate of the culinary business also makes the competition more intense. Various ways will be done to get ahead of competitors, including the illegitimate ways. As an answer to overcome problems, Islamic Marketing Mix (IMM) is presence to be used as a guide in running a business in accordance to the Islamic values. This study aims to analyze the role of the Islamic Marketing Mix (IMM) on Satisfaction, Image, and Interest in Revisiting Consumers of local restaurants in Pontianak City. The research population is consisted of consumers of Rumah Makan Ulam Singkil, Keramba, and Warung Mak Kundil. 101 samples were used in this study. Questionnaires were distributed via Google Forms, then analyzed using SEM-PLS. The result showed that Islamic Marketing Mix (IMM) significantly affected on satisfaction and image. Satisfaction also affects the Image significantly. Satisfaction and Image significantly affected on Interest in revisiting. Islamic Marketing Mix (IMM) has significantly affected on Interest in Revisiting through Satisfaction. Whereas Islamic Marketing Mix (IMM) have proven to not affected on Interest in Revisiting through Image.