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All Journal Jurnal Ilmiah Teknik Industri
Gayatri, Meysi Susila
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Industrial & Manufacturing Engineering Transportation

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The The THE INFLUENCE OF MARKETING MIX ON CUSTOMER LOYALTY AT KOPI JANJI JIWA SUKARAME: ELECTRONIC WORD OF MOUTH AS AN INTERVENING VARIABLE Gayatri, Meysi Susila; Nugraha, Andhyka Tyaz; Wahyudi, Rizqi
Jurnal Ilmiah Teknik Industri Vol. 13 No. 2 (2025): Jurnal Ilmiah Teknik Industri : Jurnal Keilmuan Teknik dan Manajemen Industri
Publisher : Program Studi Teknik Industri, Fakultas Teknik Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/04zgv590

Abstract

This study aims to analyze the influence of the marketing mix on customer loyalty, along with the role of Electronic Word of Mouth (E-WOM) as an intervening variable. Google Form was used as the data collection instrument, targeting 126 customers of Kopi Janji Jiwa Sukarame selected as respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied in this research and processed using SmartPLS 3.0 software. The findings reveal that all dimensions of the marketing mix have a positive effect on both E-WOM and customer loyalty. E-WOM was also found to influence customer loyalty positively and to intervene in the relationship between the marketing mix and customer loyalty. These findings highlight the importance of effective marketing strategy management in building long-term customer loyalty while encouraging the spread of positive information among consumers, which ultimately contributes to the sustainability of customer loyalty.
Co-Authors Andhyka Tyaz Nugraha Rizqi Wahyudi