CD Skripsi

Pengaruh Marketing Mix Terhadap Kepuasan Pelanggan & Loyalitas Pelanggan Es Coklat Mas Lino Pekanbaru (Perspektif Generasi Milenial & Z)

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ABSTRACT
This research aims to determine the effect of the Marketing Mix (7P) on Customer Satisfaction & Customer Loyalty of Es Coklat Mas Lino Pekanbaru City, particularly among Millennials and Generation Z. This research uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method and involves 155 respondents as samples selected through purposive sampling. The results show that the Marketing Mix has a positive and significant effect on Customer Loyalty and Customer Satisfaction, and Customer Satisfaction has a significant effect on Customer Loyalty. Additionally, the Marketing Mix also has an indirect effect on Customer Loyalty through Customer Satisfaction as a mediating variable. The main factors influencing satisfaction and loyalty include product quality, affordable prices, friendly service, digital promotions, and store comfort. This research provides recommendations for SMEs to optimize their marketing mix strategies to enhance customer satisfaction and loyalty in the digital era.
Keywords: Customer Loyalty, Customer Satisfaction, Marketing Mix, MSMEs and Es Coklat Mas Lino.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102113843

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102113843

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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