The Influence of Marketing Mix and Service Quality on Consumer Loyalty through Consumer Satisfaction of Yamaha Filano Consumers

Nanang Andhiyan Mergining Mei; Anna Kridaningsih; Totok Yulaidin; Nikita Cahya Sabrina; Fajrin Rean Alfa Avrillia

doi:10.70716/perseptif.v4i3.694

Authors

Nanang Andhiyan Mergining Mei Management Study Program, Universitas Bina Sehat PPNI, Mojokerto, Indonesia Author
Anna Kridaningsih Management Study Program, Universitas Mayjen Sungkono, Mojokerto, Indonesia Author
Totok Yulaidin Management Study Program, Universitas Bina Sehat PPNI, Mojokerto, Indonesia Author
Nikita Cahya Sabrina Management Study Program, Universitas Bina Sehat PPNI, Mojokerto, Indonesia Author
Fajrin Rean Alfa Avrillia Management Study Program, Universitas Bina Sehat PPNI, Mojokerto, Indonesia Author

DOI:

https://doi.org/10.70716/perseptif.v4i3.694

Keywords:

Marketing Mix, Service Quality, Consumer Satisfaction, Consumer Loyalty

Abstract

Previous studies have extensively examined the relationships among marketing mix, service quality, customer satisfaction, and customer loyalty in tourism, retail, and service industries. However, empirical evidence focusing on premium scooter consumers, particularly Yamaha Grand Filano users, remains limited, and findings regarding the direct effect of marketing mix on loyalty are still inconsistent. This study aims to investigate the influence of marketing mix and service quality on consumer loyalty through consumer satisfaction among Yamaha Grand Filano consumers. The study employed a quantitative explanatory approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1. The findings indicate that marketing mix and service quality significantly affect consumer satisfaction. Service quality and consumer satisfaction also have significant positive effects on consumer loyalty, whereas marketing mix does not directly influence consumer loyalty. Furthermore, consumer satisfaction significantly mediates the effects of marketing mix and service quality on consumer loyalty. The study contributes to the marketing literature by extending the satisfaction-mediated loyalty framework to the premium motorcycle segment and provides managerial insights for strengthening customer retention strategies.

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