The Influence of Marketing Mix and Service Quality on Customer Satisfaction and Its Impact on Customer  Loyalty at PT Delta Primalab Saintifik

Delli Saptaji; Rudianto Rudianto; Khairul Anwar; FX Irwan Tanamas

doi:10.62951/ijecm.v2i1.372

Authors

Delli Saptaji Institut Bisnis dan Multimedia Asmi
Rudianto Rudianto Institut Bisnis dan Multimedia Asmi
Khairul Anwar Institut Bisnis dan Multimedia Asmi
FX Irwan Tanamas Institut Bisnis dan Multimedia Asmi

DOI:

https://doi.org/10.62951/ijecm.v2i1.372

Keywords:

Marketing Mix, Service Quality, Customer Satisfaction, Customer Loyalty, PT Delta Primalab Scientific.

Abstract

This research aims to analyze the influence of the marketing mix and service quality This study aims to analyze the influence of the marketing mix and service quality on customer satisfaction and its impact on customer loyalty at PT Delta Primalab Scientific. The marketing mix, which includes product, price, place, and promotion, is considered a crucial element in influencing customer satisfaction. In addition, service quality, which encompasses responsiveness, reliability, and empathy, also plays a significant role in building customer satisfaction and loyalty. This research employs a quantitative method using a survey technique (questionnaire) involving a sample of customers from PT Delta Primalab Scientific. The population of this study consists of 61 customers of PT Delta Primalab Scientific. The sampling technique used is the Slovin method, with a sample size of 53 respondents. Data analysis was conducted using SEM-PLS to determine the direct influence between the variables studied. The research results show that the marketing mix significantly influences customer loyalty (β₁ = 0.352, t = 3.747, p = 0.000). Service quality significantly affects customer loyalty (β₂ = 0.319, t = 2.478, p = 0.014). Customer satisfaction significantly impacts customer loyalty (β₃ = 0.320, t = 2.690, p = 0.007). The marketing mix significantly influences customer satisfaction (β₄ = 0.453, t = 3.799, p = 0.000), and service quality significantly influences customer satisfaction (β₅ = 0.445, t = 3.830, p = 0.000).

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