Bisarre, Fariz Zhahirah (2026) PENGARUH MARKETING MIX 7P DAN PERSONAL BRANDING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (SURVEY PADA PELANGGAN BAKSO MAS ROY CABANG MERR SURABAYA). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the effect of the 7P marketing mix and Personal Branding on customer loyalty with customer satisfaction as an intervening variable among customers of Bakso Mas Roy Merr Branch Surabaya. A quantitative survey design was applied by distributing Likert-scale questionnaires to 97 respondents who had directly purchased and consumed the product. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM), including outer model, inner model, and path coefficient evaluation. The results indicate that the marketing mix has a positive and significant effect on customer satisfaction (O = 0.566; p = 0.000) and customer loyalty (O = 0.361; p = 0.028). Customer satisfaction also shows a positive and significant effect on customer loyalty (O = 0.388; p = 0.019). Conversely, Personal Branding exhibits a positive but insignificant effect on customer satisfaction (p = 0.102) and customer loyalty (p = 0.757). These results suggest that customer loyalty is more strongly shaped by an effective marketing mix and satisfying customer experiences than by Personal Branding alone. Keywords: marketing mix 7P, personal branding, customer satisfaction, customer loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Department of Entrepreneurship | ||||||||
| Depositing User: | Fariz Zhahirah | ||||||||
| Date Deposited: | 06 Jul 2026 08:35 | ||||||||
| Last Modified: | 06 Jul 2026 08:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54683 |
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