PENGARUH MARKETING MIX DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA HOTEL CLARO MAKASSAR)

Jansen Toga Parlindungan Sinaga. 2020. The Effect of Marketing Mix and Service Quality on Customer Loyalty through Customer Satisfaction at Claro Hotel Makassar, supervised by Muhammad Hidayat and Badaruddin.
This research is a quantitative research with sampling techniques using survey methods, namely activities to collect data regarding facts. Data were obtained by distributing questionnaires using a Likert scale. This
study aims to determine the effect of marketing mix and service quality on customer loyalty through customer satisfaction at Claro Hotel Makassar.
The population used in this study were consumers of Claro Hotel Makassar, totaling 95 people. The number of samples cannot be factor analyzed if the number is less than 50, the sample must be 95. The data analysis method in this study is Partial Least Square using the Smart PLS application
The research results show that 1) marketing mix has no effect on consumer loyalty 2) service quality has no effect on consumer loyalty, 3) marketing mix has had an effect on customer satisfaction, 4) service quality has had an effect on consumer satisfaction, 5) consumer satisfaction has had an effect on consumer loyalty, 6) marketing mix affects consumer loyalty through consumer satisfaction, 7) service quality affects consumer loyalty through consumer satisfaction at Claro Hotel Makassar.