Pengaruh Bauran Pemasaran terhadap Kepuasan dan Loyalitas Pelanggan pada RM. SATE ANDA Kota Bekasi

Adliyah, Ade Farisa (2024) Pengaruh Bauran Pemasaran terhadap Kepuasan dan Loyalitas Pelanggan pada RM. SATE ANDA Kota Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

RM. SATE ANDA is a satay restaurant business located in Bekasi City with its distinctive taste with the main specialty menu served is goat satay. This study aims to (1) determine the direct effect of the marketing mix on customer satisfaction RM. SATE ANDA Bekasi City, (2) determine the indirect effect of the marketing mix on customer loyalty through customer satisfaction as an intervening variable, and (3) determine the effect of customer satisfaction on customer loyalty. This study uses a survey method with the sampling technique used is a non-probability sampling technique with a convenience sampling method of 100 respondents with the criteria of having purchased the product at least twice. The analytical tool used is Structural Equation Modeling (SEM) Analysis with the help of SmartPLS 3.2.8 software. The results of this study indicate that directly the variables of product, price, place, people, and process have a significant effect on customer satisfaction, while the variables of promotion and physical evidence have no significant effect on customer satisfaction. Indirectly, the variables of product, price, place, people, and process have a significant effect on customer loyalty through customer satisfaction as an intervening variable, while the variables of promotion and physical evidence have no significant effect on customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction has a significant effect on customer loyalty.

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