<![CDATA[This study aims to analyze the effect of the 7P marketing mix, consisting of product, price, place, promotion, people, process, and physical evidence, on customer loyalty at Crysant Accommodation in Bitung City. A quantitative approach with a survey method was employed. The study population consisted of 91 customers who had stayed at the accommodation more than once during the previous one year. Since the population was relatively small, all members of the population were included as respondents using a saturated sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that product, place, process, and physical evidence have a positive and significant effect on customer loyalty. In contrast, price and people do not have a significant effect on customer loyalty. Promotion has a negative and significant effect on customer loyalty. These findings indicate that customer loyalty at Crysant Accommodation is more strongly associated with product quality, accessibility, service processes, and the physical condition of the accommodation. Therefore, management should maintain product and service quality, improve facilities and customer comfort, and evaluate promotional strategies to ensure that they are better aligned with customer needs.]]>
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