Consumer Loyalty as Impact of Marketing Mix and Customer Satisfaction

Abstract

This study aims to analyze the influence of the marketing mix consisting of products, prices, places and promotions as one of the marketing strategies at Solata Cafe Palopo. The population in this study is Solata Cafe Palopo customers with a sampling technique using purposive sampling and data obtained by distributing questionnaires to 100 respondents. The method used in this study is the evaluation of SEM models using Partial Least Square (PLS). Results of the study show that product, place and promotion variables have a significant effect on customer satisfaction while the price variable does not have a significant effect on customer satisfaction; and customer satisfaction has a significant effect on customer loyalty at Solata Cafe Palopo. R-Square in this study means that the influence of product, price, place and promotion variables on customer satisfaction is influenced by other variables outside this study.

The Influence of the Marketing Mix on Customers' Loyalty in the Fast Food Restaurants in Upper Egypt: Customers' Satisfaction as a Mediator

“…The results are consistent with the previous studies which revealed that customers satisfaction mediates the relationship between MM and customers' loyalty (Sukamto and Lumintan, 2015;Saneva and Chortoseva 2020;Thanabordeekij and Syers, 2020;Xie, 2020;Hutauruk et al, 2020;Grace et al, 2021;Risal and Aqsa, 2021;Mukarromah et al, 2021;Raharjo and Digdowiseiso, 2022) In the same vein as the results, Mokhtar and Sjahruddin (2019) revealed that customers' satisfaction is playing a mediating role in the impact of service quality on customers' loyalty. Pi and Huang (2011) revealed that promotions significantly impact satisfaction and trust which are affecting the customers' loyalty.…”

“…According to Risal and Aqsa (2021), factors related to product, place, and promotion have a significant effect on CS, which in turn has a significant impact on CL. According to Grace et al (2021), CS has a positive and significant influence on CL, and product quality has a significant impact on CL.…”