PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN GIANT HYPERMARKET DI SURABAYA

The concept of the marketing mix, customer satisfaction and loyalty is related to each other. If loyalty can be shown through a pattern of repeat purchase, then such action must be preceded by an evaluation of customer satisfaction as the value arising from the performance. At this time the world of retail competition becomes more intense, the company needs to make improvements and development to address the competition by increasing customer satisfaction,which in turn has a loyal customer.This study was conducted to analyze the effect of the marketing mix to customer satisfaction and customer loyalty at Giant Hypermarket in Surabaya. Elements of the marketing mix used in this study are Product, Price, Place and Promotion. Respondents in this study of 100 people with the criteria ever buy, and buy a minimum of three (3) times at Giant Hypermarket in the last 3 months. Data analysis method used is descriptive analysis, and statistical analysis with statistical test performed by usingPartial Least Squares (PLS).Based on the test results and analysis, can be obtained several conclusions related to the research model.First, the results showed that two of the four elements of the marketing mix that significantly affect subscriber satisfaction is a product and promotion, two other elements but not significant effect on the price and place Satisfaction Second, the effect of satisfaction on customer loyalty customer is significant. Keywords: marketing mix, customer satisfaction, customer loyalty