Abstract:
Tourist destinations sustain the economy, but some, such as Lalassa Beach Club
(LBC) in Pandeglang, Banten, have been suffering from declining tourist visits,
inadequate facilities, perceived price disparity, limited accessibility, and weak
promotion. This study examined the influence of the marketing mix (4Ps: product
(PD), price (PR), place (PL), and promotion (PM)) on customer satisfaction (CS) at
Lalassa Beach Club. A quantitative design was employed, utilizing an online survey
with 306 valid respondents who had visited Lalassa Beach Club within the prior six
months. Data were collected during July to August 2025 using purposive sampling,
with respondents reached via social media platforms. Participation was voluntary,
and informed consent was obtained in line with IRB requirements. The survey used
a 5-point Likert scale, and results were analyzed with Partial Least Squares
Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. Findings showed
that all four variables significantly influenced customer satisfaction, with Place
(PL) (β = 0.310, p < 0.05) emerging as the strongest predictor, followed by Price
(PR) (β = 0.255, p < 0.05), Product (PD) (β = 0.249, p < 0.05), and Promotion (PM)
(β = 0.180, p < 0.05). Collectively, these variables explained 77.9% of the variance
in customer satisfaction (CS) (R2 = 0.779). The results highlight the importance of
accessibility, affordability, quality facilities, and multi-channel promotion in
shaping tourist satisfaction. A key implication is that managers should invest in
improving accessibility and facility standards while refining pricing fairness cues
to sustain competitiveness in mid-sized coastal resorts.
