The Influence Of Marketing Mix (7PS) To Customer Satisfaction Customer Loyalty And Customer Retention At Coffeshop
Abstract
This study delves into Indonesia's coffee shop industry, investigating the interplay between the 7P Marketing Mix elements and customer satisfaction, loyalty, and retention. Leveraging a quantitative methodology, data was gathered from Google form to construct a Structural Equation Modeling (SEM) analysis. The findings underscore the significant impact of price, people, process, and physical evidence on customer satisfaction, while revealing that product, place, and promotion exhibit nuanced effects within this context. Importantly, the research confirms the robust relationship between customer satisfaction and loyalty, elucidating the pivotal role of loyal customers in bolstering sustained retention. This comprehensive analysis sheds light on strategies imperative for businesses within the competitive Indonesian coffee market, emphasizing the need to prioritize customer satisfaction and loyalty to ensure enduring success.
Downloads
Copyright (c) 2024 Tasya Rachmadhini Fajrin, Atik Aprianingsih
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
