Marketing Mix Services on Consumer Loyalty at Maraja Mart Retail

Putri Lidya Lestari; Rosida P. Adam; Syamsul Bahri Dg Parani

doi:10.59890/ijssi.v3i2.3160

Authors

Putri Lidya Lestari Tadulako University
Rosida P. Adam Tadulako University
Syamsul Bahri Dg Parani Tadulako University

DOI:

https://doi.org/10.59890/ijssi.v3i2.3160

Keywords:

Marketing Mix of Services, Product, Price, Place, Promotion, People, Process, Physical Evidence, Consumer Loyalty

Abstract

This study aims to determine and analyze: (1) the significant influence of the service marketing mix regarding customer loyalty (2) the impact of goods on customer loyalty (3) the impact of costs on customer loyalty (4) the impact of advertising on customer loyalty (5) the impact of individuals on customer loyalty (6) the impact of procedures on customer loyalty (7) the influence of physical evidence on consumer loyalty. The type of research used is quantitative. The population of this study were all consumers who had shopped at the Maraja Mart retail. The sampling technique in this study used the purposive sampling method, with a sample size of 80 respondents. Data collection used online and offline questionnaires that had been tested for validity and reliability. The analysis method used multiple linear regression analysis. The results of the study showed that (1) the service marketing mix had a simultaneous effect on consumer loyalty (2) the product did not have a partial effect on consumer loyalty (3) the price did not have a partial effect on consumer loyalty (4) promotion had a partial effect on consumer loyalty (5) people had a partial effect on consumer loyalty (6) the process had no partial effect on consumer loyalty (7) physical evidence had a partial effect on consumer loyalty. Keywords: marketing mix of services, product, price, place, promotion, people, process, physical evidence, consumer loyalty

References

Adam, A. G. (2023). Systematic review of the changing land to people relationship and co-evolution of land administration. Heliyon, 9(10), e20637. https://doi.org/10.1016/j.heliyon.2023.e20637

Adam, R. P., Al-Manan, O. R., & Oktiawati, U. Y. (2025). Green Marketing Pertanian Di Era Digital. CV Saba Jaya Publisher.

Andi syafa’at, Amron, Yohan wismantoro, A. setiawan. (2024). Pengaruh Bauran Pemasaran (Produk, Harga, Tempat, Promosi) Terhadap Loyalitas Konsumen Pada Kedai Kopi Matada Di Brebes. 13(4), 819–820.

Ardiyanti, B. S., Parta Tanaya, I. G. L., & Sari, N. M. W. (2023). PENGARUH BAURAN PEMASARAN (MARKETING MIX) TERHADAP KEPUTUSAN PEMBELIAN BUAH APEL RED DELICIOUS DI ARENA BUAH MATARAM. Agrisaintifika: Jurnal Ilmu-Ilmu Pertanian, 7(2), 190–204. https://doi.org/10.32585/ags.v7i2.3821

Artikel, I., Juni, D., Juni, D., & Mix, M. (2024). Tinjauan Bauran Pemasaran Sandal Tarumpah pada Toko Iskandar Toha 1946 Tasikmalaya. 2(1), 184–195.

Barokah, A., Anti, D. V., & Pratama, R. N. (2021). Analisis Penggunaan Jasa Service Komputer (Hardware) Masa Pandemi Covid-19. 1(7), 213–217. https://doi.org/10.4324/9781315033747-78

Chaffey, D., & Smith, P. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th ed.). Routledge. https://doi.org/10.4324/9781315640341

Erfina Miftahul Jannah, Erika Adistia, & Lilis Renfiana. (2023). Analisis Strategi Bauran Pemasaran (Marketing Mix) Untuk Meningkatkan Daya Saing: (Studi Pada Saung Enggal). Journal of Creative Student Research, 1(6), 117–131. https://doi.org/10.55606/jcsrpolitama.v1i6.2945

Hossan, D., Dato’ Mansor, Z., & Jaharuddin, N. S. (2023). Research Population and Sampling in Quantitative Study. International Journal of Business and Technopreneurship (IJBT), 13(3), 209–222. https://doi.org/10.58915/ijbt.v13i3.263

Ismawati, P., Darmayanti, H. P., Sulastri, Y., & Prasetyo, D. B. (2025). Pengaruh Bauran Pemasaran Terhadap Loyalitas Konsumen yang Dimediasi oleh Kepuasan Konsumen Les Privat Be Smart Student ( Studi Kasus: Yayasan Pendidikan Ruang Ilmu Cikarang ). 25(1), 1–8.

Khasanah, U., Kusumawaty, Y., & Eliza, E. (2023). PENGARUH BAURAN PEMASARAN TERHADAP PERILAKU KONSUMEN PADA PEMBELIAN SAYUR DI PASAR MODERN JUMBO MART DELIMA DI KECAMATAN TAMPAN KOTA PEKANBARU.

Jurnal Ilmiah Sosio-Ekonomika Bisnis, 26(01), 33–39. https://doi.org/10.22437/jiseb.v26i01.21332

Pengaruh, A., Pemasaran, B., Loyalitas, T., Edyansyah, P. T., Ahyar, J., & Edyansyah, T. (2023). Analisis Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan (Studi Kasus Pada Kentucky Fried Chicken (KFC) Kota Lhokseumawe). Jurnal Visioner & Strategis , 12(1), 11–21.

Prabowo, F. I., Keke, Y., & Istidjab, B. (2021). PENGARUH STRATEGI PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PT SARANA BANDAR LOGISTIK. Jurnal Manajemen Pemasaran, 15(2), 75–82. https://doi.org/10.9744/pemasaran.15.2.75-82

Pratama, A. R., Anwar, S. M., & Hasbi, A. R. (2023). Pengaruh Persepsi Harga, Promosi Penjualan, Dan Citra Merek Terhadap Loyalitas Pelanggan Es Kristal Pluto Mineral Di Kota Palopo. Jesya, 6(2), 1702–1715. https://doi.org/10.36778/jesya.v6i2.1166

Purba, R. W., Batubara, R. W., Siahaan, R., Lubis, F. H., & Rajagukguk, F. R. S. (2024). Dampak Selera, Ketersediaan Produk Dan Diskon Pada Loyalitas Pelanggan Irian Supermarket Dept. Store Tebing Tinggi. Jesya, 7(1), 314–321. https://doi.org/10.36778/jesya.v7i1.1467

Risquna, V. P. I. (2016). Pengaruh Harga dan Proses Jasa Terhadap Kepuasan Pelanggan Jasa Transportasi Truk PT Chunur Company (Survei Pada Pelanggan Jasa Transportasi Truk di Wilayah Bandung Raya). 1–23.

Syifauddin, M. R., Hatta, I. H., Sarnianto, P., Kefarmasian, M. I., Farmasi, F., Pancasila, U., & Pancasila, U. (2023). Pengaruh bauran pemasaran terhadap keputusan pembelian dan dampaknya terhadap loyalitas pelanggan apotek di kecamatan serang. 6(April), 243–258.

Wahyuni, S., Fadah, I., & Tobing, D. S. (2018). PENGARUH KOMPETENSI SUMBER DAYA MANUSIA DAN PEMANFAATAN TEKNOLOGI INFORMASI TERHADAP KUALITAS LAPORAN KEUANGAN MELALUI PENGELOLAAN BARANG MILIK DAERAH. BISMA, 12(1), 66. https://doi.org/10.19184/bisma.v12i1.7602

Willie, M. M. (2024). Population and Target Population in Research Methodology. Golden Ratio of Social Science and Education, 4(1), 75–79. https://doi.org/10.52970/grsse.v4i1.405

Yasmin, S., Saroh, S., & Zunaida, D. (2021). Pengaruh Bauran Pemasaran Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan, Studi Pada D’Goendoe Cafe Kota Batu. JIAGABI (Jurnal Ilmu Administrasi …, 10(2), 136–141.

Z, M., Zainuddin, M. Z., & Saputra, M. K. (2022). STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA USAHA UMKM SEDERHANA. Sultra Journal of Economic and Business, 3(2), 132–149. https://doi.org/10.54297/sjeb.Vol3.Iss2.338