The Influence of Marketing Mix, Service Quality, and Company Image on Customer Satisfaction and Loyalty in Private Banks in Parepare City

Abstract

This research aims to determine the influence of the Marketing Mix, Service Quality and Company Image directly on customer satisfaction and loyalty, as well as an indirect influence on customer loyalty with customer satisfaction as an intervening variable. And the influence of customer satisfaction on customer loyalty in private banks in the city of Parepare. This research used a sample of 100 people taken from patients spread across nine private banks in the city of Parepare. Each private bank in the city of Parepare is represented by a sample of people taken using a sampling method, namely non-random or non-probability selection in the form of purposive sampling. Purposive sampling is carried out by taking samples from the population based on criteria determined by the researcher. The data obtained from the results of this research were analyzed using an application Structural Equation Modeling (SEM). The results of the research show that the marketing mix has a significant positive effect on customer satisfaction, service quality has a significant positive effect on customer satisfaction, company image has a significant positive effect on customer satisfaction, marketing mix has an insignificant positive effect on customer loyalty, service quality has a significant positive effect on customer loyalty, image company has a significant positive effect on customer loyalty, customer satisfaction has a significant positive effect on customer loyalty, marketing mix has an effect on customer loyalty through customer satisfaction, service quality has an effect on customer loyalty through customer satisfaction, while company image has an effect on customer loyalty through customer satisfaction.