Analysis of Marketing Mix Strategies to Improve Customer Satisfaction and Loyalty Using Structural Equation Modeling Method

Instant seasoning is a processed product made from various spices that is currently in high demand among many people, with many emerging variants. The abundance of instant seasoning producers has led to intense competition among them. XYZ Instant Seasoning, as one of the instant seasoning producers located in Bukittinggi City, needs to devise the right marketing strategy. The objective of this study is to determine the influence of the 7Ps marketing variables consisting of product, price, promotion, process, place, people, and physical evidence on customer satisfaction and loyalty as considerations for the company in determining marketing strategies. Data analysis is conducted using the Structural Equation Modeling (SEM) method. The respondents involved in this study are 163 respondents, obtained through purposive sampling method. The results of the analysis indicate that the variables product, price, promotion, place, and process have a significant influence on customer loyalty.