THE INFLUENCE OF MARKETING MIX AND SERVICE QUALITY THROUGH CUSTOMER SATISFACTION ON CUSTOMER LOYALTY INDOMARET BATAM CITY

Abstract

Indomaret Batam City is the target of this study, which aims to assess the influence of marketing mix and service quality on customer satisfaction and loyalty. One hundred people participated in this survey. Partial Least Square (PLS) technique was used to analyze the primary data obtained through the survey. Customer satisfaction is positively and significantly affected by the marketing mix but has no significant impact on customer loyalty. Customer satisfaction has a positive and significant impact on customer loyalty. Service quality also shows a positive and significant impact on customer satisfaction and customer loyalty. In addition, service quality has a positive and significant effect on customer loyalty through customer satisfaction, while the marketing mix does not show a significant effect on customer loyalty through customer satisfaction.