The Effect of Marketing Mix and Brand Image on Customer Loyalty at Premixed Mortar

The premixed mortar in Indonesia have steadily increased over the past years with customer loyalty emerging as a frontrunner in the building material industry. There have been copious studies related to the effects of marketing mix towards customer loyalty. However the majority of the research is on retail industry. Therefore it is the intention of the researcher to identify theeffects of marketing mix on customer loyalty in a high rise building project. The researcher will use 7P (four variables to describe the product and three for the services) and brand image for independent variables and customer loyalty for dependent variable. A total of 100 questionnaire surveys have been distributed tocustomers in greater Jakarta area who became decision maker in high rise building project. The results show that three variables of marketing mix such as product, price, and service, also brand image are equally important. The price is the most important towards customer loyalty is correlated with the product and the service that support the project.