Effect of Service Quality Dimension and Marketing Mixed Dimension of Consumer Loyalty with Consumer Satisfaction as Mediation

The phenomenon of the emergence of many souvenir shops in the Purbalingga area of Central Java has resulted in increasingly strong business competition. In order to survive in the face of competition, business actors need to pay attention to important aspects in running their business. The author takes several aspects, namely the dimensions of service quality (physical evidence, reliability, responsiveness, assurance, empathy) and the dimensions of the marketing mix (products, prices, places, promotions) that can influence customer loyalty with customer satisfaction as mediation. The author makes the Original Nopia Shop as a research object because the shop is one of the souvenir shops that are quite old and famous in the Purbalingga area. The design of this study was a survey using a questionnaire distributed to 200 respondents of Original Nopia Store customers with a purposive random sampling method. Research variables were analyzed using Structural Equation Modeling (SEM) and obtained the following results: (1) Service quality significantly influences customer satisfaction, (2) Marketing Mix does not significantly influence customer satisfaction, (3) Consumer satisfaction has a significant effect on consumer loyalty, (4) consumer satisfaction does not mediate between the influence of service quality on consumer loyalty, (5) consumer satisfaction is able to mediate between the influence of marketing mix on consumer loyalty, (6) consumer satisfaction does not mediate between the influence of service quality and marketing mix simultaneously towards consumer loyalty