Baso, Annisa Marwadelia Putri (2026) ANALISIS PENGARUH MARKETING MIX (7P) TERHADAP LOYALITAS PELANGGAN MELALUI MEDIASI KEPUASAN PELANGGAN DENGAN METODE PARTIAL LEAST SQUARE (PLS) (Studi Kasus: Retailer Realme Mini Store Apollo WTC Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Competition in the smartphone industry drives the optimization of the marketing mix (7Ps) to enhance customer satisfaction and loyalty. This study examines these effects through satisfaction as a mediating variable using the SEM PLS method with SmartPLS 3 among customers of the Realme Mini Store at Apollo WTC in Surabaya. Data were collected via a Likert-scale questionnaire using Google Forms. Hypothesis testing results indicate that the variables product (p value 0.004), price (p-value 0.012), people (p-value 0.000), process (p-value 0.046), and physical evidence (p-value 0.007) have a significant effect on customer satisfaction, while place (p-value 0.557) and promotion (p-value 0.780) do not have a significant effect. Regarding customer loyalty, only product (p-value 0.021), place (p-value 0.042), promotion (p-value 0.001), and customer satisfaction (p-value 0.000) had a significant effect, while the other variables were not significant. Analysis of specific indirect effects indicates that significant indirect effects occur for product (p-value 0.014), price (p-value 0.025), people (p-value 0.019), and physical evidence (p-value 0.021), whereas place (p-value 0.593), promotion (p value 0.795), and process (p-value 0.082) were not significant. The R square value indicates that the model explains 93.8% of the variation in customer satisfaction and 91.0% of the variation in customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Annisa Marwadeliia PUTRI BASO | ||||||||
| Date Deposited: | 29 May 2026 07:27 | ||||||||
| Last Modified: | 29 May 2026 07:27 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52884 |
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