The Role of 7P Marketing Mix toward Consumer Satisfaction and Loyalty of XYZ Beauty Clinic
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Published
31 January 2024
Keywords:
-
7P marketing mix, beauty clinic, consumer loyalty, consumer perception, consumer satisfaction
Abstract
The XYZ Beauty Clinic has many branches throughout Indonesia, including the Metropolitan Mall (MM) Bekasi branch, which has been established since 2011. Over time, the XYZ MM Clinic has faced various challenges, such as a decrease in the frequency of customer visits. This study aims to analyze consumer perceptions, factors that affect consumer satisfaction and loyalty, and the level of satisfaction and loyalty of XYZ Beauty Clinic consumers. The study used a cross-sectional design. The sampling technique used purposive sampling involving 152 respondents who were at least 17 years old and had visited at least twice in the last year. Data were processed quantitatively using SEM-PLS, Customer Satisfaction Index (CSI), and Customer Loyalty Index (CLI) to test the hypotheses and measure the level of consumer satisfaction and loyalty. The results indicated that consumer perception with low satisfaction and low loyalty are consumers who work as entrepreneurs, consumers who earn less than 5 million a month, as well as consumers who live in Tangerang and Bogor. The marketing mix that affects consumer satisfaction includes product, promotion, process, people, and physical evidence. Customer satisfaction affects customer loyalty. The level of customer satisfaction shows satisfactory results and the level of customer loyalty shows loyal results. Based on the research results, clinics are advised to prioritize consumer groups with low perceptions of satisfaction
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Jaya, W., Arifin, R., & Slamet, A. R. (2021). Pengaruh kualitas pelayanan, kualitas produk, harga, dan lokasi terhadap kepuasan konsumen (Studi kasus pada konsumen Kafe Family Kopi di Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 10(1), 245-255. Retrieved from https://jurnal.fk.untad.ac.id/index.php/medpro/article/view/446/240
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Kethan, M., & Basha, M. (2022). Relationship of ethical sales behaviour with customer loyalty, trust and commitment: A study with special reference to retail store in Mysore City. East Asian Journal of Multidisciplinary Research, 1(7), 1365–1376. https://doi.org/10.55927/eajmr.v1i7.874
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). London (UK): Pearson Education.
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Kurniawati, T., Irawan, B., & Prasodjo, A. (2019). Analisis pengaruh kualitas pelayanan, harga, dan brand image terhadap kepuasan konsumen restoran Pizza Hut Cabang Jember. E-Journal Ekonomi Bisnis dan Akuntansi, 6(2), 147. https://doi.org/10.19184/ejeba.v6i2.11159
Latoki, L., Marjun, Kamal, Umar Salim, F., Esianta, & Al Idrus, A. (2023). Pengaruh citra perusahaan, kualitas layanan dan kepercayaan konsumen terhadap kepuasan konsumen berbelanja di Hypermart Palu Grand Mall Kota Palu. Jurnal Ekonomi Trend, 11(1), 17–25. Retrieved from https://www.jurnaltrend.com/index.php/trend/article/view/273
Mahyardiani, R. R., Hartoyo, H., & Krisnatuti, D. (2020). Menguji kepuasan dan loyalitas pasien RSIA Budi Kemuliaan menggunakan bauran pemasaran. Jurnal Aplikasi Bisnis dan Manajemen, 6(1), 1–13. https://doi.org/10.17358/jabm.6.1.1
Maimunah, M., & Suji’ah, U. (2023). Bauran pemasaran 7P dan pengaruhnya terhadap kepuasaan pelanggan rumah makan Mr. Teto Pusat, Perintis Kemerdekaan, Kota Yogyakarta. Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3), 179–194. Retrieved from https://bajangjournal.com/index.php/JEMBA/article/view/5675/4265
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Maulina, W. (2021). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen pada berlian Beauty Clinic Samarinda. Jurnal Administrasi Bisnis Fisipol Unmul, 9(3), 248. https://doi.org/10.54144/jadbis.v9i3.5926
Ministry of Industry. (2020). Export potential of halal cosmetic products. Retrieved from http://ikft.kemenperin.go.id/industri-kimia-hilir/
Murpraptomo, S. H., Yuliati, L. N., & Sartono, B. (2019). The influence of marketing mix, perceived risk, and satisfaction on word of mouth in XYZ Clinic. Journal of Consumer Sciences, 4(1), 13. https://doi.org/10.29244/jcs.4.1.13-24
Murugan, K. (2019). A study on customer perception towards online marketing in Chengalpattu Town. Emperor Journal of Economics and Social Science Research, 1(4), 16-23. Retrieved from https://www.ejessr.mayaspublication.com/2019/apr_2019/apr-2019-04.pdf
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Othman, B. A., Harun, A., De Almeida, N. M, & Sadq, Z. M. (2021). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing, 12(2), 363-388. https://doi.org/10.1108/JIMA-09-2019-0198
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Pratiwi, A., Nuringwahyu, S., & Hardati, R. N. (2021). Pengaruh harga, store atmosphere, produk kopi lokal dan produk kopi internasional terhadap kepuasan konsumen (studi pada konsumen Excelso Coffee Mall Olympic Garden Malang). Jiagabi, 10(1), 39–48. Retrieved from https://jim.unisma.ac.id/index.php/jiagabi/article/view/9974/7907
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Authors
Alwinie A. A., Nurhayati P., & Sartono B. (2024). The Role of 7P Marketing Mix toward Consumer Satisfaction and Loyalty of XYZ Beauty Clinic. Journal of Consumer Sciences, 9(1), 40-62. https://doi.org/10.29244/jcs.9.1.40-62
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