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.