The Effect of Marketing Mix on Customer Satisfaction and Loyalty Among Young Consumers

Abstract

This study aims to analyze the effect of the marketing mix strategy, consisting of Product, Price, Place, Promotion, People, Process, and Physical Evidence, on customer satisfaction and loyalty among the younger generation in the culinary sector. As youth increasingly play a significant role as both economic actors and potential target markets, understanding appropriate marketing strategies is essential for companies to increase market share and achieve long-term profitability. This study employs a quantitative approach using questionnaire-based data collection and analyzes the data through Moderated Regression Analysis (MRA). The findings indicate that Promotion, People, and Place have significant positive effects on customer loyalty, with effect values of 0.374, 0.172, and 0.240 respectively, while the other marketing mix dimensions do not show significant effects. Furthermore, customer satisfaction is only able to mediate and strengthen the relationship between the People factor and customer loyalty.