Building Customer Loyalty Through the 7P Service Marketing Mix: The Mediating Role of Reputation in the Context of PT “SUN” Accounting Firm

Yulia Andriani (Ciputra University)
Metta Padmalia (Ciputra University)

Community Engagement and Emergence Journal (CEEJ)
Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)

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.