The Relationship Between the Marketing Mix and Customer Loyalty: The Mediating Role of Customer Satisfaction at Kopi Kenangan in Jakarta
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Abstract
This study examines the direct relationships between marketing mix attributes and customer loyalty, as well as their indirect relationships through customer satisfaction, within a single Indonesian coffee chain. Using a cross-sectional survey of 190 consumers in Jakarta selected through purposive sampling, this study examines the relationships of product, price, and place with customer satisfaction and loyalty using partial least squares structural equation modeling (PLS-SEM). Product (β = 0.218, p = 0.003), price (β = 0.183, p = 0.018), and place (β = 0.365, p < 0.001) were positively and significantly associated with customer satisfaction. Customer satisfaction was also positively and significantly associated with customer loyalty (β = 0.471, p < 0.001). Place had a significant direct relationship with customer loyalty (β = 0.183, p = 0.041), whereas the direct relationships of product and price with customer loyalty were not statistically significant. The indirect relationships between all three marketing mix attributes and customer loyalty through customer satisfaction were statistically significant. The model explained 45.2% of the variance in customer satisfaction and 53.5% of the variance in customer loyalty. These findings suggest that customer satisfaction serves as an evaluative link between consumers' perceptions of marketing mix attributes and customer loyalty, while place retains a distinct direct relationship with loyalty. The study contributes empirical evidence on the differentiated direct and indirect relationships among these variables without claiming causal identification or proposing a new mediation theory. Given the cross-sectional design and reliance on self-reported perceptions, the findings should be interpreted as associations rather than causal effects. Furthermore, because the place measures focus on accessibility and proximity, the findings should not be generalized to all dimensions of the servicescape or interpreted as evidence of verified repeat purchases.
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