The Role of 7P Marketing Mix toward Consumer Satisfaction and Loyalty of XYZ Beauty Clinic

Ade Agusti Alwinie, Popong Nurhayati, Bagus Sartono

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

References

Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001-1018. https://doi.org/10.1108/JIMA-11-2017-0123
Aburayya, A., Marzouqi, A., Alawadhi, D., Abdouli, F & Taryam, M. (2020). An empirical investigation of the effect of employees’ customer orientation on customer loyalty through the mediating role of customer satisfaction and service quality. Management Science Letters, 10(10), 2147-2158. https://doi.org/ http://dx.doi.org/10.5267/j.msl.2020.3.022
Aini, D. I., Agustin, H. P., & Amin, S. (2021). Pengaruh kualitas pelayanan terhadap pelanggan D’Va Klinik Banyuwangi. PROGRESS Conference, 4(1), 297–305. Retrieved from https://proceedings.itbwigalumajang.ac.id/index.php/progress/article/view/378
Kumar, S. A., Ramesh, B. S., Prateeba, D. J., Pathamuthu, P., & KS, P. S. (2023). A Study on the effect of 4P′s of marketing mix on retailer′s satisfaction towards Lubricant Sprays. Academy of Marketing Studies Journal, 27(4). Retrieved from https://www.proquest.com/scholarly-journals/study-on-effect-4p-s-marketing-mix-retailer/docview/2895108102/se-2
Akhiri, S. (2019). Pengaruh bauran pemasaran (7P) terhadap keputusan pembelian motor Yamaha tipe Nmax. Management Studies and Entrepreneurship Journal (MSEJ), 1(1), 50–63. https://doi.org/10.37385/msej.v1i1.30
Anwar, M., & Vitaharsa, L. I. (2022). Pengaruh kualitas pelayanan, lokasi dan persepsi harga terhadap kepuasan pelanggan di Daima Norwood Hotel. Jurnal Sosial Sains, 2(9), 969–979. https://doi.org/10.59188/jurnalsosains.v2i9.469
Ariyanti, W. P., Hermawan, H., & Izzuddin, A. (2022). Pengaruh harga dan lokasi terhadap kepuasan pelanggan. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(1), 85–94. https://doi.org/10.37606/publik.v9i1.257
Atmaja, A. S, Zulkarnain, & Arifin, K. (2020). Pengaruh bauran pemasaran terhadap kepuasan dan loyalitas pelanggan pada klinik kecantikan Felisa Skin Care di Rengat Kabupaten Indragiri Hulu. Jurnal Economica, 8(1), 1–14. https://doi.org/10.46750/economica.v8i1.25
Azhar, M. E., Jufrizen, J., Prayogi, M. A., & Sari, M. (2019). The role of marketing mix and service quality on tourist satisfaction and loyalty at samosir. Independent Journal of Management & Production, 10(5), 1662-1678. https://doi.org/10.14807/ijmp.v10i5.937
Devina, Y. H., Pujiantio, T., & Kastaman, R. (2021). Analisis pengaruh bauran pemasaran dan perilaku konsumen terhadap pengambilan keputusan pembelian Yoghurt di DKI Jakarta. Agrikultura, 32(2), 168. https://doi.org/10.24198/agrikultura.v32i2.32651
Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management, 4(1), 25-34. Retrieved from https://www.aijbm.com/wp-content/uploads/2021/01/E412534.pdf
Do, Q. H., & Vu, T. H. A. (2020). Understanding consumer satisfaction with railway transportation service: An application of 7Ps marketing mix. Management Science Letters, 10(6), 1341-1350. https://doi.org/10.5267/j.msl.2019.11.023
Fahira, A., & Djamaludin, M. D. (2023). The influence of brand trust and satisfaction towards consumer loyalty of a local cosmetic products brand X among generation Z. Journal of Consumer Sciences, 8(1), 27–44. https://doi.org/10.29244/jcs.8.1.27-44
Fitriani, J., Sumaryono, W., & Derriawan. (2019). Pengaruh kualitas produk dan perawatan terhadap kepuasan dan loyalitas pasien klinik kecantikan pratama Kota Bekasi. Jurnal Medical Profession (MedPro), 3(3), 246–255. Retrieved from https://jurnal.fk.untad.ac.id/index.php/medpro/article/view/446/240
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hermawan, D. C., Dhamayanthi, W., & Ambarkahi, R. P. Y. (2021). Faktor-faktor yang mempengaruhi produktivitas tenaga kerja PTPN X (PERSERO) Kebun Kertosari Jember. Jurnal Manajemen Agribisnis dan Agroindustri, 1(1), 9–17. https://doi.org/10.25047/jmaa.v1i1.3
Hijriah, M., Nurnajamuddin, M., & Serang, S. (2020). Pengaruh bauran pemasaran terhadap kepuasan pelanggan Trans Studio Makassar. Tata Kelola, 7(1), 78–87. https://doi.org/10.52103/tatakelola.v7i1.110
Idris, M., Arfah, A., & Semmaila, B. (2022). Pengaruh bauran pemasaran jasa terhadap kepuasan konsumen. YUME: Journal of Management, 5(3), 420–434. https://doi.org/10.37531/yume.vxix.457
Jahmani, A., Jawabreh, O., Abokhoza, R., & Alrabei, A. M. (2023). The impact of marketing mix elements on tourist's satisfaction towards Five Stars Hotel Services in Dubai during COVID-19. Journal of Environmental Management & Tourism, 14(2), 335-346. https://doi.org/10.14505/jemt.v14.2(66).04
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
Juniardi, A., Haerani, S., & Munir, A. R. (2018). The influence of marketing mix strategies to customer satisfaction and hotel loyalty Novotel Grand Shayla City Center. Hasanuddin Journal of Applied Business and Entrepreneurship, 1(4), 52-64. Retrieved from https://bit.ly/jurnalhjabe
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.
Kotler, P., & Keller, K. (2016). Marketing Management (15th ed.). London (UK): Pearson Education.
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
Markplus.inc. (2020). Zap Beauty Index 2020. Retrieved from https://zapclinic.com/zap-beauty-index-download
Markplus.inc. (2023). Zap Bauty Index 2023. Retrieved from https://zapclinic.com/zapbeautyindex/2023
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
Novia, M. A., Semmaila, B., & Imaduddin. (2020). Pengaruh kualitas layanan dan kualitas produk terhadap kepuasan pelanggan. Tata Kelola, 7(2), 201-212. https://doi.org/10.52103/tatakelola.v7i2.174
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
Pebriantika, D. T., Pitriyani, U., & Selaeman, E. (2022). Pengaruh harga cita rasa dan kualitas pelayanan terhadap kepuasan konsumen Mie Gacoan di Karawang. Jurnal Mirai Management, 7(3), 4–5. https://doi.org/10.37531/mirai.v7i3.4589
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
Pratiwi, I., & Soliha, E. (2023). Kualitas produk, citra merek dan persepsi harga terhadap kepuasan pelanggan pada klinik kecantikan Natasha Skin Care di Semarang. SEIKO: Journal of Management & Business, 6(1), 355–367. https://doi.org/10.37531/sejaman.v6i1.3096
Prianggoro, N. F., & Sitio, A. (2020). Effect of service quality and promotion on purchase decisions and their implications on customer satisfaction. International Journal of Engineering Technologies and Management Research, 6(6), 51-62. https://doi.org/10.5281/zenodo.3251747
Rahardjo, C. A., Harianto, H., & Suwarsinah, H. K. (2019). The effect of marketing mix on consumer satisfaction and loyalty for Indonesian Brand Salad Dressing “XYZ.” Jurnal Aplikasi Bisnis dan Manajemen, 5(2), 308–318. https://doi.org/10.17358/jabm.5.2.308
Reza, F., Sumarwan, U., & Hartoyo, H. (2019). Satisfaction, purchasing behavior, and customer loyalty of Butik Emas Logam Mulia. Journal of Consumer Sciences, 4(2), 90–107. https://doi.org/10.29244/jcs.4.2.90-107
Schiffman, L., & Kanuk, L. (2015). Consumer Behaviour. London (UK): Pearson.
Shokrani, M., Haghighi, M., Paricheh, M., & Shokrani, M. (2019). A comparison of statistical and decision-making techniques in marketing mix evaluation. The Journal of Management Development, 38(10), 847-863. doi:https://doi.org/10.1108/JMD-08-2018-0228
Susanti, A. (2023). Pengaruh bauran pemasaran (7P) terhadap kepuasan pelanggan pada salon Murti Jepara. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 9(2), 437-451. https://doi.org/10.30640/ekonomika45.v9i2.1556
Tjiptono, F. (2014). Service, Quality, and Satisfaction (3rd ed.). Yogyakarta (ID): Penerbit Andi
Wahyudhi, G., Sjarkowi, F., & Bidarti, A. (2021). Pengaruh bauran pemasaran terhadap kepuasan pelanggan pupuk pada PT. Mitra Anugerah Perkasa Sumatera Selatan. AGRIPITA: Jurnal Agribisnis dan Pembangunan Pertanian, 5(1), 7–30. https://doi.org/10.36706/agripita.v5i1.64
Wirtz, J., & Lovelock, C. (2016). Services Marketing: People, Technology, Strategy. London (UK): World Scientific Publishing Co.inc.



































Yuliyanto, W. (2020). Pengaruh promosi terhadap kepuasan pelanggan di toko Aleea Shopid Kebumen. Journal of Business and Economics Research (JBE), 1(2), 168–172. https://doi.org/10.47065/jbe.v1i2.244
Zhu, F., Lu, S., Groening, C., & Kang, J. (2023). The relationship between individual customer satisfaction and loyalty: the moderating role of firm-level signals. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(2), 15-40. Retrieved from https://www.proquest.com/scholarly-journals/relationship-between-individual-customer/docview/2907488336/se-2

Authors

Ade Agusti Alwinie
aagustin@ipb.ac.id (Primary Contact)
Popong Nurhayati
Bagus Sartono
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

Article Details

Analysis of Consumer Satisfaction and Loyalty Factors with CRM Approach in Agribusiness E-commerce Company

Iqra Rizky Goranda, Popong Nurhayati, Megawati Simanjuntak
Abstract View : 2803
Download :2438