The Influence Of the 7P Marketing Mix On Customer Satisfaction In the Restaurant Industry
DOI:
https://doi.org/10.30640/jmcbus.v4i4.7412Keywords:
7P Marketing Mix, Culinary Industry, Customer Loyalty, Customer Satisfaction, Multiple RegressionAbstract
With the rising number of players in culinary industry, specifically those promoting Modern Kapau concept, tight competition has been felt by Restaurant Biwaydi. On top of that, this has squeezed the revenue of the specific restaurant. Thus, the study aims to analyze this phenomenon with a specific emphasis on how the 7P Marketing Mix influences Customer Satisfaction and Customer Loyalty. The research adopts a quantitative approach using primary data collected from 200 valid respondents selected through purposive sampling. The respondents were customers aged 20–50 years old who had visited the restaurant within the last six months and made their own dining decisions. The instrument measured nine constructs, including Product, Price, Place, Promotion, People, Process, Physical Evidence, Customer Satisfaction, and Customer Loyalty. Multiple regression analysis was employed to test the relationships among variables. The findings indicate that the 7P Marketing Mix significantly influences Customer Satisfaction, and Customer Satisfaction plays a mediating role in enhancing Customer Loyalty. However, both satisfaction and loyalty levels were found to be moderate, suggesting room for strategic improvement. The study highlights the importance of delivering a holistic dining experience to strengthen long-term customer retention in a competitive culinary market.
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