ANALISIS PENGARUH MARKETING MIX TERHADAP LOYALITAS KONSUMEN RESTORAN GEPREK SA’I DI KOTA TUBAN JAWA TIMUR

Indonesia has various types of culinary that is one of its cultural riches. The type of culinary that is various makes the restaurant business very promising. Today, business in the field of restaurants has increased very rapidly every year. The increasing number of restaurants resulted in higher levels of competition, especially competition between restaurants that have almost the same products and prices. The increasingly tight competition problem makes Geprek Sa'i restaurants must be able to implement the right marketing strategy in order to maintain customer loyalty. The study aimed to analyze whether marketing mix variables affected consumer loyalty at Geprek Sa'i restaurants, and to analyze the most dominant variables affecting consumer loyalty at Geprek Sa'i restaurants. The research design used in this study is survey research and sampling techniques with Accidental Sampling. The data used is primary data from interview results and the dissemination of questionnaires to respondents. Respondents in this study were consumers from Geprek Sa'i restaurants, with a total of 120 respondents. Data analysis uses Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of SmartPLS software. Based on the analysis that has been done, it can be concluded that product variables, places, promotions, processes, and physical evidence have a significant effect on consumer loyalty. While the rest are price variables and people do not have a significant effect on consumer loyalty. The marketing mix variable that has the most dominant effect on consumer loyalty is the physical evidence variable