THE INFLUENCE OF MARKETING MIX ON CUSTOMER LOYALTY AND CONSUMER SATISFACTION

Abstract

This research aims to determine the influence of the marketing mix on consumer loyalty with consumer satisfaction as an intervening variable (Study of Karo Lau Cih Oil Consumers in Medan City). This type of research is survey research, which is a research method carried out on large and small populations, quantitative research is research where the data is in the form of numbers starting from data collection, data interpretation, and the appearance of the results. The classical assumption tests used are: Normality, multicollinearity and heteroscedasticity tests which can be explained in detail as follows. This research uses path analysis and hypothesis t test. The results of this research are that the first hypothesis is accepted, meaning that the Product variable has an effect on the Consumer Satisfaction variable, the second hypothesis is accepted, meaning that the Price variable has an effect on the Consumer Satisfaction variable, the third hypothesis is rejected, meaning that the Place variable has no effect on the Consumer Satisfaction variable, the fourth hypothesis is accepted, meaning The Promotion variable has an effect on the Consumer Satisfaction variable, the fifth hypothesis is accepted, meaning the Product variable has an effect on the Customer Loyalty variable, the sixth hypothesis is accepted, meaning the Price variable has an effect on the Customer Loyalty variable, the seventh hypothesis is rejected, meaning the Place variable has an effect on the Customer Loyalty variable, the eighth hypothesis is accepted , meaning that the Promotion variable has an effect on the Customer Loyalty variable, the ninth hypothesis is rejected, meaning that the Consumer Satisfaction variable has no effect on the Customer Loyalty variable. Consumer satisfaction cannot be a variable that mediates the influence of products on customer loyalty. Consumer Satisfaction can be a variable that mediates the influence between Price and Customer Loyalty. Consumer Satisfaction can be a variable that mediates the influence of Place on Customer Loyalty. Consumer Satisfaction can be a variable that mediates the influence of Promotion on Customer Loyalty