<![CDATA[This study aims to analyze the influence of the marketing mix and customer relationship management (CRM) on sales and consumer loyalty at PT. KMP Mamuju. The research addresses the challenges the company faces in building customer loyalty, despite having improved product and service quality. A quantitative approach with an observational survey design was employed. The study population consisted of all 100 employees of PT. KMP Mamuju, all of whom served as the sample through a census sampling technique. Data were collected via Likert-scale questionnaires, documentation, and a literature review. Path analysis was used to examine the direct and indirect relationships between the variables. The results indicate that the marketing mix, CRM, and sales all influence consumer loyalty, with the marketing mix exerting the strongest direct influence. Although CRM did not have a significant direct effect on loyalty, sales acted as a significant mediator, strengthening the relationship between the marketing mix, CRM, and consumer loyalty. Sales proved to be a key variable in linking marketing strategies and customer relationship management to long-term loyalty. These findings offer theoretical and practical contributions to the management of corporate marketing strategies and underscore the importance of synergy between marketing approaches and sales functions in building customer loyalty.]]>
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