Analisis Bauran Pemasaran Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Chips-Chips Lumer

ABSTRACT The Chips-Chips Lumer product is an innovative product produced by Pak Eko's Cheese Banana MSMEs which has been marketed since August 2023. The purpose of this study is to determine the effect of the marketing mix on customer loyalty through customer satisfaction for Chips-Chips Lumer products. In addition, this study also provides recommendations for improvement to related businesses. This research is supported by literature study, interviews with the owner of Pak Eko Cheese Banana business, and distributing questionnaires to 80 respondents. Data analysis used the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results showed a significant effect of the marketing mix on customer satisfaction with a direct effect of 82% and then a significant effect of 77% on customer loyalty. The customer satisfaction variable did not succeed in becoming a mediating variable between the influence of the marketing mix on customer loyalty because it produced an insignificant effect. Keywords : Marketing Mix, Customer Satisfaction, Customer Loyalty, Structural Equation Modeling-Partial Least Square (SEM-PLS). ABSTRAK Produk Chips-Chips Lumer merupakan produk inovasi diproduksi UMKM Pisang Keju Pak Eko yang dipasarkan sejak bulan Agustus 2023. Tujuan dari penelitian ini mengetahui pengaruh bauran pemasaran terhadap loyalitas pelanggan melalui kepuasan pelanggan produk Chips-Chips Lumer. Selain itu, penelitian ini juga membxerikan rekomendasi perbaikan kepada usaha terkait. Penelitian ini didukung studi pustaka, wawancara dengan pemilik usaha Pisang Keju Pak Eko, dan penyebaran kuesioner kepada 80 orang responden. Analisis data menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menghasilkan adanya pengaruh signifikan dari bauran pemasaran terhadap kepuasan pelanggan dengan pengaruh langsung sebesar 82% lalu berpengaruh signifikan sebesar 77% terhadap loyalitas pelanggan. Variabel kepuasan pelanggan tidak berhasil menjadi variabel mediasi antara pengaruh bauran pemasaran terhadap loyalitas pelanggan karena menghasilkan pengaruh yang tidak signifikan. Kata kunci : Bauran Pemasaran, Kepuasan Pelanggan, Loyalitas Pelanggan, Structural Equation Modeling-Partial Least Square (SEM-PLS).