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All Journal Jurnal Ilmiah Manajemen Kesatuan
Nur Hasanah
Institut Pertanian Bogor, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Marketing Mix on Customer Satisfaction, Trust, and Loyalty Gloria Ake Christianti; Hartoyo; Nur Hasanah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4117

Abstract

In today’s highly competitive food and beverage industry, customer satisfaction, trust, and loyalty have become critical determinants of business sustainability. This study aims to analyze the influence of the 7Ps marketing mix on customer satisfaction and trust, and their subsequent impact on customer loyalty. A quantitative approach was applied by distributing structured questionnaires to 226 respondents aged 18–55 who had purchased within the last three months across selected outlets in Greater Jakarta. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct and indirect effects. The results show that product, price, promotion, people, and process significantly enhance customer satisfaction, while only the people dimension significantly builds trust. Furthermore, satisfaction directly strengthens both trust and loyalty, and trust itself exerts a significant impact on loyalty. Indirect effects reveal that product, price, place, promotion, people, and process positively influence loyalty through satisfaction, whereas physical evidence does not. These findings highlight that core elements of the marketing mix, particularly product quality, fair pricing, employee service, and operational efficiency, play a stronger role in fostering long-term customer loyalty compared to physical attributes of the restaurant environment
Gamification Applications in Education, Health, Finance, and Marketing: A Bibliometric and Systematic Review Meyjerd Rombebunga; Dedi Budiman Hakim; Popong Nurhayati; Nur Hasanah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4349

Abstract

Gamification, the use of game design elements in non-game contexts, has gained significant attention for enhancing motivation, engagement, and behavioral change across various fields. This study aims to examine the current state of gamification research, focusing on its applications, trends, and gaps in education, health, finance, and marketing. The research employs a quantitative approach, using the Preferred Reporting Items for Systematic Reviews and Meta-analyzes method and VOSviewer software to analyze 34 studies from the Scopus database, spanning 2015 to 2024. Gamification effectively boosts user engagement by incorporating elements like points, badges, and challenges in diverse domains. In education, it improves learning outcomes through interactive technologies. In health, it promotes adherence to wellness goals, while in finance, it encourages financial literacy. In marketing, gamification fosters eco-friendly behaviors and customer loyalty. The findings reveal a steady increase in publications, from 1,582 in 2015 to 11,949 in 2024, with key contributions from the United States and China. However, gaps remain in understanding long-term impacts and personalized strategies. This review concludes that gamification is a powerful tool for driving engagement, but further empirical research is needed to validate its long-term effectiveness and adaptability across diverse user groups. Keywords: gamification, prisma, systematic literature review
Co-Authors Dedi Budiman Hakim Gloria Ake Christianti Hartoyo Meyjerd Rombebunga Popong Nurhayati