Marketing Mix Variables Research Articles

Analysis of the Effect of Marketing Mix on Consumer Decisions to Use Service Services at Anugerah Perdana Palu Official Workshop

This study aims to see whether there is a relationship between the independent variables, namely the marketing mix including product, price, promotion, location, people/HR, physical evidence, and processes, and the dependent, namely the consumer decision at Bengkel Anugerah Perdana Monginsidi Palu. Using multiple regression analysis techniques. "In this study, for a population of 11,147, people and samples obtained by the 'incidental sampling method are 99 people." This study has seven variables, namely product, price, promotion, location, people/HR, physical evidence, and processes for the independent variable (X)" and consumer decisions as to the dependent variable (Y)." The results contained in this test are simultaneously the marketing mix consisting of product, price, promotion, location, people/ Human resources, physical evidence, and processes have a significant effect on consumer decisions with count 784.106 with 0.000, whereas partially the marketing mix consisting of product, price, promotion, location, people/HR has a positive and significant effect on physical evidence, and the process has no significant effect. The coefficient of determination (r2) in this study was 0.775 at a significant level of 0.05. It can be interpreted that 77.5% of consumer decisions at the Anugerah Perdana Monginsidi workshop in Palu are affected by the seven marketing mix variables, namely product, price, promotion, location, physical evidence, pouring/HR, and process, for 22.5% p is influenced by variables that are not examined carefully.*

Analisis Pengaruh Variabel Bauran Pemasaran terhadap Keputusan Pembelian Minuman Milktea oleh Mahasiswa Universitas Padjadjaran di Jatinangor

This research aimed to analyze the effect of marketing mix variabels on purchase decision for milktea in students of Padjadjaran University Jatinangor. Milktea is ready-to-drink that mix tea and milk, and this makes milktea quite popular. This research is classified as quantitative descriptive research. The independent variable in this research is the marketing mix variable that consisting four variabels, which is, product , price, location, and promotion, that affect the dependent variabel that is, purchase decision process. Data was gathered with distributing questionnaires. Analysis of the data used is multiple linear regression analysis with the help of software Statistical Package for Social Science (SPSS) 23.0 for windows. The result of this research indicate that marketing mix variabel simultaneously and partially have a significant effect on purchase decision, as evidenced by the value of F test and T test. The effect given from marketing mix variabel on the decision purchase of milktea drinks for students at Padjadjaran University Jatinangor is included to moderate category,which is equal to 42,3%

ANALISIS PENGARUH BAURAN PEMASARAN HOLISTIK TERHADAP LOYALITAS NASABAH TABUNGAN PADA BANK X

This study uses a quantitative-descriptive approach, with SPSS 22 analysis tool to test the model. This study was conducted to analyze the significance of the influence of holistic marketing mix variables, namely product, price, promotion, place people, process, program and performance on customer loyalty savings. Holistic marketing mix variables have a significant effect on customer loyalty savings, namely: product, price, people and performance, while the variables that have no significant effect are: promotion, place, process and program. The coefficient of determination or R is 0.955, this indicates that the holistic marketing mix is ​​able to affect customer loyalty savings by 95.50% of which 4.50% is influenced by other variables not examined. Banks can focus on 4 (four) significant variables by improving the performance of product, price, people and performance variables, namely in terms of making strategies, business plans and work programs to increase savings customer loyalty, so as to increase benefits and profits for banks both for the time being. this time and in the future, meanwhile, banks can improve the performance of promotion, place, process and program, so that they can contribute positively to savings performance.

PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI KONSUMEN PADA RESTO MASAKAN KHAS ARAB MATH’AM ABU NAWAS KABUPATEN HULU SUNGAI UTARA

This study aims to obtain an actual:(1)picture of the influence of the marketing mix on consumer buying interest in the Arabic cuisine restaurant Math'am Abu Nawas, Hulu Sungai Utara Regency. The method used in this study is a descriptive method with a quantitative approach, while the data collection techniques used through an open questionnaire with 5 rating scales (Likert). In connection with the unknown number of population members, the determination of the sample size, according to Sugiono, 2014: 165, where multivariate analysis (correlation or multiple regression), for the sample size is 10 times the number of variables studied. Therefore the population used as a source of data in this study for the sample size used as much as 10 x 7 = 70 respondents The results of the calculations in this study are using SPSS version.25 by finding the results of the T test (partial) between the marketing mix variables using 4 sub-variables on the buying interest variable. buy, namely the Price Sub Variable (X.2) with the result 0.300 > 0.05, while the t-count value is 6,309 > t-table (1.995), while the results in the F (simultaneous) test in this study the F-count value is 8.393 while the f value -table of 2.50, it can be seen that the f-count value is 8.038 > f-table 2.50 with a significant level of 0.000 because the significant level is <0.05, then this regression model can be used for the dependent variable of Work Interest in other words it can be said that the independent variable Marketing Mix with The 4 Sub Variables together (simultaneously) have a significant effect on Buying Interest. Testing the coefficient of determination (R2) of 0.536, this result means that the independent variable Marketing Mix (X) using 4 Sub Variables explains 53.6% of the dependent variable, namely Purchase Interest (Y), it can be concluded that the Independent Variable Marketing Mix (X) has an effect on the Dependent Variable Buying Interest (Y) at the Math'Am Abu Nawas Resto, Hulu Sungai Utara Regency with a percentage of 53.6%, while 46.4% is influenced by variables not examined or included in the study.

Strategi Marketing Mix dalam Menghadapi Persaingan Pasar : Studi Kasus Pada PT. Zamzam Sumbula Thoyyiba Tangerang Selatan

Currently, the number of PIHKs in Indonesia in 2021 is 348 and the number of PPIUs to date is 1313, the large number has opened up increasingly fierce market competition. As time goes by, the interest of the Indonesian Muslim community who wants to perform the Hajj and Umrah is increasing. The purpose of this study was to the formulation and then the implementation and evaluation of the marketing mix strategy carried out by PT. Zamzam Sumbula Thoyyiba in the face of market competition, which consists of seven marketing mix variables developed, namely product, price, promotion, place, people, process and physical evidence. The research method used in this study is a qualitative research method that produces descriptive data expressed in the form of sentences and descriptions using data collection techniques, namely interviews, observations, documentation and other supporting data. The results of this study, the authors conclude that PT. Zamzam Sumbula Thoyyiba has formulated, implemented and evaluated the 7P marketing mix strategy in accordance with the company's goals and does not consider other companies to be competitors or enemies but friends of an association that can be invited to cooperate.

STRATEGI BAURAN PEMASARAN DAN PENGARUHNYA TERHADAP MINAT WISATAWAN UNTUK KEMBALI BERKUNJUNG DI KAWASAN WISATA BANTEN LAMA KOTA SERANG

The purpose of this study is to determine the influence of the marketing mix strategy in attracting tourists to return to visit the tourist area of Banten Lama, Serang City, either simultaneously or partially. The marketing mix variables used are: product, price, promotion, location, people, process, and physical evidence as variable X. Meanwhile, interest in visiting tourists is an aspect used to explain variable Y. The population in this study were all tourists who had visited. to the Old Banten tourist attraction. Purpossive sampling was used to take samples with a sample size of 100 respondents. Multiple Linear Regression is used as a data analysis method in this research. From the results of the F test, it is known that product variables, price, promotion, location, people, process, and physical evidence can simultaneously influence the interest of tourists to return to visit the old Banten tourism area with a significance level of 0.000 <0.05. Partially only the Promotion, People and Process variables that influence the interest of tourists to visit again. The process variable has the greatest influence in attracting tourists to return to the tourist area of Old Banten with a large influence of 14.98%.

ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN GAS CNG UNTUK KENDARAAN BBG DI KOTA PALEMBANG

This study aims to determine the magnitude of the influence of the marketing mix on the decision to purchase CNG gas for CNG vehicles in Palembang City, and to determine which variables are dominant in influencing it. The results of this study indicate that the overall marketing mix variable influences purchasing decisions, with the product variable value of 17.9%, the price variable of 19.7%, the distribution channel variable of 34.4% and the promotion variable of 32.5%. Of the four marketing mix variables as a whole affect purchasing decisions with a correlation value of 68.5%. Overall, the marketing mix variables affect purchasing decisions, but the distribution channel variables have the greatest influence on consumers in making purchasing decisions. This shows that consumers' desire to use CNG gas is strongly influenced by the location of the SPBG. The more SPBG locations, the higher interest in vehicles using CNG will be. Keywords: Marketing Mix, CGN Gas Purchase Decision

PENGARUH MARKETING MIXTERHADAP KEPUTUSAN KONSUMEN BERBELANJA PADA PASAR MODERN CARREFOUR PANAKKUKANG SQUARE Di Kota Makassar

This study aims to determine the effect of marketing mix (product, price, place, promotion) on consumers' decisions to shop on the modern market (Carrefour) in Makassar City. This study uses 100 respondents and data collection uses the questionnaire method. The method of data analysis uses the SPSS version 17 program for multiple linear regression analysis. Based on the results of research using the t-test it is known that all Marketing Mix variables (products, prices, places and promotions) have a positive and partially significant effect on Consumer Shopping Decisions in the Carrefour Panakukang Square Modern Market in Makassar City. Based on the f test (simultaneous) it is known that F of 361,393> of F 3.09 which means all independent variables Marketing Mix (Product, Price, Place, Promotion) simultaneously or jointly have a positive and significant effect on the dependent variable (Consumer Shopping Decision ) in the Carrefour Panakkukang Square modern market in Makassar City

Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis

Strategic and tactical factors come into play in shop competitiveness where, in addition to the products sold, other marketing mix variables must also be considered. There are also subjective factors, such as perceptions through the senses. This became even more important when, as a result of the COVID-19 crisis and the forced closure of certain establishments with physical sales, it was necessary to increase profitability and efficiency. The aim of this study was to determine the exact role of sensory marketing in shop efficiency and profitability, based on the guiding principles of technology, innovation, and respect for the environment. We conducted an exploratory and experimental study consisting of the creation of a sensory strategy through the adaptation of the Hulten, Broweus and Van Dijk model on a specific establishment in the current era of Industry 4.0. The results indicate an increase in sales as well as customer satisfaction and happiness after implementing the relevant strategies. The conclusions show that this model is valid and reliable for physical retail establishments, and that these business strategies can significantly contribute to the optimisation of energy resources.

Analisis Kepuasan dan Kepercayaan Pengunjung Agrowisata Edukasi Sentulfresh

Changes in the children's learning curriculum that emphasize children's activities and experiences not just reading material, making agro-tourism an alternative learning media for interaction that is chosen by the school. As one of the agro-education objects, Sentulfresh needs always to evaluate their performance of the marketing mix (product, price, place, promotion, people, process and physical evidence) through visitor satisfaction and trust. This study aims to analyze any marketing mix variables that affect the satisfaction variable, is there effect of satisfaction on trust and where is the satisfaction level of Sentulfresh visitors. Data collection was carried out on 70 respondents who had visited Sentulfresh. The data analysis method used were the Structural Equation Model Partial Least Square (SEM PLS) and the Customer Satisfaction Index (CSI). SEM-PLS analysis results show that all marketing mix variables have no significant effect on visitor satisfaction, while satisfaction has a significant effect on visitor trust. CSI analysis results shows that Sentulfresh visitor satisfaction is at the “satisfied” level.

The Influence of Marketing Mix Variables on Purchasing Decisions and Its Impact on Post-Purchase Customer Satisfaction of Royal Garden Residence Bali Housing (Study at PT Properti Bali Benoa)

A B S T R A C TThe research objective is to determine the effect of: marketing mix variables(product, price, location and promotion) on purchasing decision variables,marketing mix variables on customer satisfaction variables, purchasing decisionvariables on customer satisfaction variables at Royal Garden Residence Balihousing with purchase decisions as a mediating variable. . This research wasconducted in the city of Bali, with the object of research being the residentialconsumers of Royal Garden Residence Bali as the population in this study, with asample size of 150 respondents and using random sampling techniques. The datacollection method is in the form of an online questionnaire via google form andwhatsaap due to the situation in Indonesia which is currently being hit by theCovid-19 pandemic. The results of this study indicate that respondents have a goodperception of the variable marketing mix, purchase decisions and post-purchasesatisfaction Royal Garden Residence Bali. This is because the average value for allresearch variables is greater than 4 on the Likert scale. The results showed that themarketing mix variable both simultaneously and partially had a positive andsignificant effect on housing purchase decisions and the marketing mix variablehad a positive and significant effect both simultaneously and partially on consumersatisfaction after purchasing Royal Garden Residence Bali housing, and purchasingdecisions had a positive and significant effect. significant on consumer satisfactionafter purchasing the Royal Garden Residence Bali housing. Then the research alsoproves that there is an indirect influence of the marketing mix variable on consumersatisfaction after purchasing the Royal Garden Residence Bali housing through thepurchase decision. Promotion is the most dominant variable in increasingconsumer purchasing decisions for Royal Garden Residence Bali housing.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENJADI NASABAH PT. BANK NEGARA INDONESIA (PERSERO) TBK KANTOR CABANG PEMBANTU MARTAPURA

This research aims to obtain the results of an analysis of the influence of the marketing mix on the decision to become a customer of PT. Bank Negara Indonesia (Persero) Tbk Martapura Sub-Branch Offices partially and simultaneously. The research methods using quantitative and qualitative approaches, field data collection using questionnaire and interview techniques. The population in this study was 138 customers who opened a savings account at BNI KCP Martapura in April 2020 and samples were 138 respondents. Testing the data using the t test, that the product has no significant effect on the decision to become a customer with t count 1.901 &lt; t table 1.978, price does not significantly influence the decision to become a customer with t count -0.507 &lt; t table 1.978, promotion does not significantly influence the decision to become a customer with t count 1.826 &lt; t table 1.978, place has a significant effect on the decision to become a customer with t count 3.790 &gt; t table 1.978, people / bank officer have a significant effect on the decision to become a customer with t count 2.771 &gt; t table 1.978, physical evidence do not have a significant effect on the decision to become a customer with t count 1.276 &lt; t table 1.978 and the process has no significant effect on the decision to become a customer with t count 1.650 &lt; t table 1.978. The F Test Results that the product, price, promotion, place, people / bank officer, physical evidence and process simultaneously have a significant effect on the decision to become a customer with an F count of 35.055 &gt; F table 2.08. The results showed that the marketing mix variable that had the most significant effect on the decision to become a customer was the place variable. Strategies to increase the interest of prospective customers can be done by maintaining and improving strategic locations that are already owned and improving the skills and abilities of service personnel

The moderating role of demographic characteristics between green marketing mix of eco-friendly products and customer switching behaviour: a case of the Egyptian automobile market

Purpose – There is an escalating need for further studies to comprehend the consumer's change in behaviour towards eco-friendly automotive products for its growing trend in the emerging markets. Introducing environmentally friendly cars is, therefore one of the industrial measures to resolve this challenge by enabling at minimum, some proportionate decrease in world gas-emissions. So, governments and global vehicle manufacturers are dedicated to shifting Egyptian consumer behaviour in the vehicle sector, to search for ways to boost green cars’ usage, causing a major growth in the global market of electric vehicles. That required to investigate the factors influencing Egypt's green vehicle purchasing intent. The green marketing mix is a tactic used by several businesses in varied industries to promote purchasing of green goods. A variety of researches have examined the green marketing mix strategies and its relationship with customer behaviour. In the present situation, customers are searching for well-known premium products that suit their needs. Though, people respect the environment and believe in preserving it, and are mindful of the environmental issues, their purchase is not necessarily relying on that base. Given this, the purpose of the study is to focus on the green marketing mix variables that influence the Egyptian customers’ green purchasing behaviour, when buying automotive products. More precisely, the purpose of this study is to explore the impact of the green marketing mix on customer switching behaviour towards eco-friendly cars. Also, the moderating effect of demographic variables has been applied to the framework model. Design/methodology/approach – the research design is both qualitative and quantitative, where two data types were used: Secondary Data and Primary Data. For a theoretic overview, secondary data were gathered from numerous blogs and academic articles concerned with topics connected to the research question. The primary data required to meet the study goals were obtained using the E-Questionnaire tool presented by Google forms for applying the questionnaire via the Internet and filling it out by various respondents. A sum of 305 eligible responses has been received. Hypotheses were evaluated by the Route Analysis Approach using the Amos Ver.18 software. The research utilized one of the regression tools, the Structural Equations Modelling (SEM) technique in the Route Analysis software, using the Maximum Likelihood Estimates (MLE) approach in the AMOS program. Thus, the moderating role of demographic variables on the interaction between the green marketing mix strategies and consumer switching behaviour toward eco-friendly cars could be tested. Findings – The findings showed that green marketing mix had a substantial positive effect on the consumer's switching behaviour towards eco-friendly automotive products. Moreover, it has been observed that different genders, ages, levels of education, and marital statuses of Egyptian consumers affected their attitude regarding eco-friendly automobile products, while the level of income did not influence it. Originality/value – The research aims at filling the substantial gap regarding Egyptian consumers buying behaviour for green automotive products. This paper remains one of the few research projects designed to resolve numerous green marketing mix issues that affect buying behaviour for eco-friendly automotive products in developing countries, like Egypt. It will, however, serve as a guide for eco-friendly automobile manufacturing firms to consider the green marketing mix variables that may affect consumer attitudes towards eco-friendly vehicles in related contexts. Results suggest a need for policymakers and practitioners to introduce effective strategies for encouraging the population to adopt green vehicles, thus increasing the acceptance rate of pro-environmental automobiles. Besides, this study has used the power of the Path Analysis technique and the SEM method applied by the Amos software to deal with higher-order structures, enabling us to create and validate a suitable methodology that would be valuable for practitioners.

ANALISIS KEPUTUSAN PEMBELIAN TIKET PESAWAT SECARA ONLINE (STUDI KASUS RUTE PENERBANGAN PALEMBANG – CENGKARENG)

This study aims to analyze the influence of product, price, promotion, place, people, physical evidence, and the process, or what is known as the 7P marketing mix on the decision to purchase plane tickets Online. The methodology used in this study is multiple linear regression analysis method, with the population used in this study consisting of 3 (three) airlines, namely Sriwijaya Air, Batik Air, and Lion Air Palembang with 329 respondents and processed with SPSS version 22. Partially, the marketing mix variables that influence the purchasing decisions to purchase plane ticket online of Palembang are price, place, and process. The conclusion of this study, the results of the analysis show that the product, price, promotion, place, people, physical evidence, and process variables together have a positive and significant effect on the purchasing decision to purchase plane tickets Online of the Palembang city with an F value of 64.908 and an r2 value of 0.766 or 76% and the rest is influenced by other factors.

Economic order quantity model for two generation consecutive technology products under permissible delay in payments

In this article, we discussed optimal replenishment policies for two succeeding generations' technology products under partial trade credit financing. It is often seen that in technology market, advanced generation product plays an important role in cannibalising the market of existing generation product. Thus, precise estimation of demand of technology generations' product is critical for taking any policy decisions. Demand estimation of technology products is a complex process, as the consumer buying behaviour of technology generational products is not only depends on marketing mix variables but also associated with the time-to-market phenomenon of new technologies. In technology market, interaction among users of different generational products controls the rate of substitution of older technology products with the new one. Therefore, due to the substitution nature of demand of multi-generation product, it is important to incorporate the interaction-substitution effect in replenishment policies for this kind of products. We used life cycle dynamics to project demand rates of technology generations. In this paper, we formulate the total cost function for five different situations depending upon the new generation introduction timing and length of the trade credit period. A detail sensitivity analysis is been performed to explore the efficacy of the model in a given situation.

THE IMPACT OF MARKETING MIX ON THE PURCHASE DECISION WHEN BORROWING CONSUMER LOANS

The purpose of this study was to determine the importance of the influence of the marketing mix, consisting of products, prices, places, promotions, physical evidence, people and processes on the customer's decision to borrow consumer credit, and to find out which of the seven marketing mix variables had the most impact dominant in the customer's decision to borrow consumer credit from PT. Bank NTB Syariah. This study is a descriptive study with both a population and a sample of 50 people obtained by non-probability techniques that is, using targeted sampling. Data collection techniques used were interviews, observation and documentation. This type of research data is quantitative data and qualitative data. Data sources used are primary data and secondary data. Data analysis was performed by multiple regression analysis with the F test to test the significance of the relationship of the seven independent variables along with the dependent variable. The results showed that 1) the marketing mix of services consisting of products, prices, promotions, places, people, processes and physical evidence had a significant impact on customer loan decision making; 2) Process variables have the most dominant influence on the customer's decision to borrow consumer credit from PT. Bank NTB Syariah.

PENGARUH DIMENSI BAURAN PEMASARAN TERHADAP KEPUTUSAN SISWA MEMILIH BIDANG KEAHLIAN BISNIS DAN MANAJEMEN DI SMK NEGERI 1 MALANG

The marketing mix is ??a marketing tool that can be controlled and used by the company to produce the desired response from the market, both trading companies and service companies. The marketing mix is ??important to do before recruiting new students. Vocational High School (SMK) continues to develop in the present with various fields of expertise offered. This of course requires creativity and competency expertise in each SMK to attract students to choose certain areas of expertise. The challenge of SMKN 1 Malang to attract students' interest, especially students who want and are interested in studying management sciences, is required to choose a relevant form of marketing. The marketing strategy that is carried out must achieve the target of vocational education institutions, which can be in the form of the number of student acquisition that corresponds to the number of study groups, certain market shares and the growing development of educational institutions and marketing policies must be in line with emphasizing providing beneficial services to consumers.&#x0D; This study aims to: (1) describe the marketing mix of students' decisions to choose Business and Management schools at SMKN 1 Malang. (2) Analyzing the influence of the dimensions of the marketing mix (product, price, place, promotion, people, process, physical evidence) on the student's decision to choose a School of Business and Management at SMKN 1 Malang. (3) To analyze the marketing mix variables that have a dominant influence on students' decisions to choose Business and Management schools at SMKN 1 Malang.&#x0D; This research is a quantitative descriptive study using multiple linear regression equation analysis techniques, in this study there are two types of variables, namely (1) independent variables consisting of: product (X1), price (X2), place (X3), promotion (X4) , people (X5), process (X6), and physical facilities (X7); (2) the dependent variable is Student Decision (Y). The population in this study were all students of SMKN 1 Malang who chose the Field of Business and Management Expertise for the 2013/2014 academic year as many as 1,332 students, the sample was taken as many as 93 students with the sampling technique using Proportioned Stratified Random Sampling. This study uses instruments in the form of a questionnaire and documentation with a Likert scale 5 Options, which consists of the options Strongly Disagree (1), Disagree (2), Disagree (3), Agree (4), and Strongly Agree (5).

Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen di Minimarket 212 Mart Karawaci Tangerang

This study aims to determine the effect of marketing mix including product, price, location, and promotion partially and simultaneously on consumer buying interest in Minimarket 212 Mart Karawaci Tangerang . The method used in this research is descriptive quantitative method, which is included in the non-experimental quantitative method . The sampling technique in this study is the method of sampling random sampling, which is the technique of taking data sources that are chosen randomly . The results showed that the marketing mix includes Product (X1) and Price (X2) partially a significant positive effect on Consumer Purchase Interest in Minimarket 212 Mart Karawaci Tangerang . Whereas Location (X3) and Promotion (X4) partially did not have a significant positive effect on Consumer Purchase Interest in 212 Ma rt Karawaci Tangerang Minimarket. Simultaneously or together marketing mix variables which include Product (X1), Price (X2), Location (X3), and Promotion (X4) have a significant positive effect on Consumer Purchase Interest in Minimarket 212 Mart Karawaci Tangerang.

THE IMPACT OF MARKETING MIX ON CUNSOMER SATISFACTION AND CUSTOMER LOYALTY ON AQUA PRODUCTS

Almost every company in Indonesia carries out a variety of strategies to be competitive. In the Bottled Drinking Water Industry, the result of a research carried out by Mandiri Industry Update (2015) indicated the existence of intense competition, with more than 500 bottled water companies, of which 60% were mostly local players. This should be a concern for Danone Group with the AQUA brand that currently still dominates the market. AQUA must continue to maintain its market share by finding ways to provide satisfying products to costumers in order to encourage loyalty so that AQUA can survive in the competition. This study was chosen based on the researcher's interest in the effect of satisfaction felt by costumers on costumer loyalty to AQUA products. In this case, the Marketing Mix (product, price, place, promotion) forms the factors that lead to costumer satisfaction and loyalty (Wahab et al, 2016). This study was conducted in the campus environment of Airlangga University with as many as 80 students. The results of this study using empirical data indicated that the marketing mix variables consisting of product, price, promotion, place had a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on costumer loyalty.

English

This study analyzes whether the 7p marketing mix variable (product, price, location, promotion, physical evidence, people, and Process) on buyer satisfaction and buyer value. This study also aims to determine whether the variable buyer value can mediate between the marketing mix and buyer satisfaction. The data source used is primary data by distributing questionnaires to subsidized housing mortgage buyers. This study uses the Standard Equation Model (SEM). Estimation results show that the marketing mix variable and buyer value positively and significantly affect buyer satisfaction. And the variable buyer value can mediate the marketing mix and buyer satisfaction variables. With probability = 0,000 (p <0.05) marketing mix to buyer satisfaction obtained CR = 3.973, and CR = 7.791 to the value of the buyer