Relationship between Marketing Mix and Cunsomers ’ Loyalty of Hatten Wines Products

Hatten Wines is one of the alcoholic beverage products produced in Bali and owned by Balinese. Its role is very important as a substitute product for imported alcoholic beverage products. The research objectives are: (i) identifying the marketing mix variables that determine the purchasing decisions and loyalty to Hatten Wines products and their forming indicators, and (ii) investigating the roles of marketing mix on the customers' purchasing decisions and loyalty to Hatten Wines products. The study was conducted in Sanur, Kuta and Nusa Dua by distributing questionnaires to 100 foreign tourists. The data was analyzed based on the factor analysis by using SPSS program. The results of the study indicate that; (i) Marketing Mix variables that determine the purchasing decisions and product loyalty to Hatten Wines consist of products, prices, promotions, places and distribution. Product variables are formed from five indicators, namely brand, taste, packaging, aroma, and product variety. Price variables are formed from three indicators, namely affordability of prices, value for money, and price competitiveness. Promotion variables are formed from four indicators, namely promotion services, media promotion, promotion quality, and promotion quantity. Place and distribution variables are formed from three indicators, namely place of sale, product availability, and ease of access. (ii) Hatten Wines Marketing Mix plays a positive role and is significantly related to the consumers' purchasing decisions and loyalty in consuming Hatten Wines, which is 60.946%. The remaining 39.054% is influenced by other variables not included in the model.


INTRODUCTION Background
The development of the tourism industry in Bali is beneficial in increasing income, employment opportunities and exchange rates.But not all the benefits of tourism are enjoyed by the Balinese people, some of these benefits are leak out of Bali's economic system in the form of tourism leakage.The results of the Suryawardani et al. (2016) regarding the calculation of Bali tourism leakage found that the average size of Bali tourism leakage from the sector of tourism was 20% and the highest leakage was in 4-star and 5-star hotel chains (55.3%).The research also found that the source of leakage was the use of imported beverages (64.1%), imported foods (20%) and foreign workers (2.1%).To minimize the leakage, the use of local beverage products is very important as a substitute product.
One of the local beverage products that is currently developing is Hatten Wines.Bali as one of the tourist destinations both domestic and foreign, is very dependent on agricultural products, one of which is related to the provision of beverage products, namely wine for tourists.The

Research Objectives
Based on the background already described, the objectives of this study are:

Location and Time of Research
The research was conducted in Sanur, Kuta and Nusa Dua.Location selection was determined purposively and conducted in January and February 2017.

Data and Collection Methods
The types of data used in this study

Research Variables and Indicators
Research variables and indicators are explained in Table 1.

SUGGESTION
PT Hatten Bali should increase the roles of Marketing Mix in marketing its products by adding variety of products in order to increase market segmentation.
latest data from the company Hatten Wines shows that since 2008 there has been a decrease in sales volume, one of the causes of which is a change in consumer behavior which has implications in the development of marketing strategies which are related to the marketing mix, namely product, price, promotion, as well as place and distribution.Consumers have diverse perceptions in relation to purchasing decisions and loyalty to a product.Positive consumer perceptions of aspects of the marketing mix, can guarantee satisfaction in using the product so that it will continue to rebuy, and then trigger loyalty.Therefore, research on the role of the marketing mix on the consumers' purchasing decisions and loyalty to Hatten Wines products is very important in order to form a marketing strategy to increase the role of Hatten Wines products in the tourist market, especially foreign tourists.
1. Identify marketing mix variables that determine the consumers' purchasing decisions and loyalty to Hatten Wines products and their forming indicators.2. Finding out the importance of the perception of the marketing mix on the consumers' purchasing decisions and loyalty to products of Hatten Wines.
were qualitative data (general description of PT Hatten Bali and Hatten Wines products) and quantitative data (the results of the questionnaires).The primary data were obtained from respondents through questionnaires.Secondary data were obtained from books, websites, data from PT Hatten Bali, and the results of previous studies as references.Data collection was done through observation, interviews, questionnaires, and library research.Sampling was based on purposive sampling method.The samples studied were 100 foreign tourists who have consumed Hatten Wines.The distribution of sampling was carried out proportionally in the three research locations, namely 33.33 percent, then the number of samples in each study location were as follows: 33 samples in Nusa Dua, 33 samples in Kuta, and 34 samples in Sanur.

Consumers
as high with a score of 3.9, where each indicator, namely rebuy, promoting, and recommending to others has a score that is in the high category too.This means that respondents have a high tendency to make decisions to buy and are loyal to Hatten Wines products.Most respondents said they would rebuy (59%), followed by promoting 000 <0,05 and the value of MSA per indicator all has a value > 0.5 which can be concluded that all indicators are feasible to be analyzed further.The value of eigenvalues as forming variablesBased on the results of the study four variables have been formed (because it has an initial eigenvalues in total ≥ 1).