Pengaruh Marketing Mix terhadap Customer Loyalty melalui Customer Satisfaction dan Customer Purchasing Decision pada Produk Beraskita Perum Bulog Divisi Regional Sumatera Utara

Abstract

The high demand for rice creates competition between rice-producing companies in Indonesia, ranging from the local (small) grain milling industry to large-scale rice production companies such as Perum Bulog. This study aims to find out and explain the influence of marketing mix on customer loyalty through customer satisfaction and purchasing decisions on BerasKita Perum Bulog products. This research is a quantitative study, and the approach used is associative causality. The population was a customer from Perum Bulog North Sumatra Regional Division and the sample in this study was 100 respondents. This research was measured using SmartPLS 3.0 (Partial Least Square) software. Based on the tests that have been carried out, direct influence significance tests show that product, price, and place variables have a positive and significant effect on customer loyalty. Price, place, and promotion have a positive and significant effect on customer loyalty through customer satisfaction. Place and promotion have a positive and significant effect on customer loyalty through purchasing decisions. Customer satisfaction and purchasing decisions have a positive and significant effect on customer loyalty.