PENGARUH MARKETING MIX TERHADAP LOYALITAS PELANGGAN DENGAN MEDIASI KEPUASAN PELANGGAN PADA PERUSAHAAN LEASING PT. XYZ

This study aims to analyze the effect of the service marketing mix (7P) on customer loyalty with customer satisfaction as a mediating variable in a leasing company, PT. XYZ. This research employs a quantitative approach using a survey method involving 150 customers who have used or are currently using the financing services of PT. XYZ. The sampling technique used was purposive sampling, while data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the SmartPLS software. The results show that process, promotion, product, price, place, and physical evidence have a positive and significant effect on customer loyalty, while people does not have a direct significant effect on customer loyalty. Furthermore, people, process, promotion, product, and price significantly influence customer satisfaction, whereas place and physical evidence do not show significant effects. Customer satisfaction is found to have a positive and significant effect on customer loyalty and also acts as a mediating variable in the relationship between people, process, promotion, product, and price and customer loyalty. These findings indicate that customer satisfaction plays an important role as a mechanism linking the service marketing mix to customer loyalty in leasing companies.