Pengaruh Strategi Pemasaran terhadap Persepsi dan Loyalitas Konsumen BBM Non-Subsidi Jenis Pertamax pada SPBU Malalayang Pertamina Kota Manado
DOI:
https://doi.org/10.61132/lokawati.v4i5.2738Keywords:
Consumer Loyalty, Consumer Perception, Marketing Strategy, Pertamax, PLS-SEMAbstract
This study aims to analyze the effect of marketing strategy (7P marketing mix) on consumer perception and consumer loyalty, as well as to examine the role of consumer perception in mediating the effect of marketing strategy on consumer loyalty among users of non-subsidized Pertamax fuel at Pertamina Malalayang Gas Station, Manado City. The research methodology applied is quantitative explanatory. Sampling was conducted using a non-probability sampling approach with a purposive sampling method, gathering data through questionnaires from 60 respondents who consume Pertamax at Malalayang Gas Station. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) via SmartPLS 4 software. The findings reveal that: (1) Marketing Strategy has a positive and significant effect on Consumer Perception (; ; ); (2) Consumer Perception has a positive and significant effect on Consumer Loyalty (; ; ); (3) Marketing Strategy has a positive and significant direct effect on Consumer Loyalty (; ; ); and (4) Consumer Perception significantly acts as a partial mediator in the relationship between Marketing Strategy and Consumer Loyalty (; ; ). Practical implications emphasize the importance of improving physical evidence, strengthening product value education, and optimizing service quality to enhance customer retention.
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