The Effect of Marketing Mix 7Ps, Customer Experience, and Customer Relationship Marketing on Customer Loyalty Mediated by Indomaret Customer Satisfaction in Surabaya

Retail Business in Indonesia is increasing quite rapidly, the development of retail business shows a positive trend that can be seen from the growth indicators of consumption Fast Moving Consumer Good (FMCG) in the modern retail sector has a percentage of 7.6 percent, using the minimarket format by 12 percent, while for the supermarket and hypermarket formats grew negative by 5.8 percent. This shows that, there is a change in the style of consumption of the people who currently prefer to buy daily necessities in supermarkets that have a minimarket format because they are closer to settlements, and more practical. This study examines the effect of marketing mix, customer experience, and customer relationship marketing on customer loyalty mediated by Indomaret customer Satisfaction in Surabaya. This research is a quanti- tative study with primary data sources. The technique of collecting data uses a survey method called a questionnaire. The population in this study was Indomaret visitors in Surabaya, while the samples taken were Indomaret customers in Surabaya. The sampling technique uses purposive sampling technique. The number of respondents taken was 130 respondents with the provision of 30 respondents for samples to use for validity and reliability using the IBM SPSS Statistics 22 program. While 100 respondents for large samples using the Partial Least Square Structural Equation Modeling (PLS-SEM) program used the WarpPLS 7.0 progra