The Impacts of Marketing Mix on Customer Satisfaction and Loyalty in Honey Product

Consumer satisfaction is one parameter to measure the success of product marketing strategy. High levels of customer satisfaction will encourage the emergence of loyalty, which can affect the sustainability of consumers purchasing history. This study aims to see the factors that influence the marketing mix (7P) to customer satisfaction and loyalty of PT. Madu Pramuka, one of honey producer company with modern beekeeping in Indonesia. Since five years ago, the sales of three superior products have not increased as well as the production volume. The study was conducted at the largest outlet of PT. Madu Pramuka whom respondents are former consumers and have made purchases at this outlet in the last three months. The data analysis using SEM gives result that physical evidence, product and location from the marketing mix influence consumer satisfaction significantly. Consumer also significantly influence the formation of consumer loyalty. Based on customer satisfaction index, honey products consumers belong to satisfy category with value of 72.13 % and fall into neutral category on customer loyalty index with value of 40.69 %.