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All Journal Community Engagement and Emergence Journal (CEEJ)
Yulia Andriani
Ciputra University
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions

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Building Customer Loyalty Through the 7P Service Marketing Mix: The Mediating Role of Reputation in the Context of PT “SUN” Accounting Firm Yulia Andriani; Metta Padmalia
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.11655

Abstract

This study examines the effect of the 7P marketing mix on customer loyalty at PT Synergy Ultima Nobilus (SUN), with corporate reputation serving as a mediating variable. Using a purposive sampling method, data from 95 respondents were analyzed using the PLS-SEM approach. The results of the analysis indicate that the product (service quality), people (human resources), and tangible evidence elements have a positive and significant effect on corporate reputation. Meanwhile, the price, place, promotion, and process elements do not have a significant effect. Furthermore, corporate reputation was found to have a significant effect on customer loyalty, acting as a partial mediator for the product element and a full mediator for the people and tangible evidence elements.
Co-Authors Metta Padmalia