THE INFLUENCE OF MARKETING MIX TOWARD CUSTOMER SATISFACTION AND ITS IMPLICATION ON CUSTOMER LOYALTY (A CASE OF PULLMAN JAKARTA CENTRAL PARK HOTEL CUSTOMER IN JAKARTA 2014)

Abstract

Pullman Jakarta Central Park is the first and the newest five star international hotel in West Jakarta with distinctively designed with an industrial raw concept. The number of occupancy in Pullman Jakarta Central Park is increasing by the time, but the researcher found out that from the survey of Medallia, there are many complaints. The purpose of this research is to analyze the influence of marketing mix (Product, Price, People, Physical Evidence, and Process) toward customer satisfaction and it’s implication on customer loyalty. This research used secondary data which gathered from Medallia customers’ survey and limited to the Pullman Jakarta Central Park guests who have stayed in Pullman Jakarta Central Park for at least one night and have filled and sent back the Medallia survey during the period of August until October 2014. There were 385 questionnaires were usable and analyzed through Structural Equation Modeling (SEM). The research concludes that product and people have significant influence on customer satisfaction, and customer satisfaction has significant influence on customer loyalty and recommends further study to increase the number of sample and add more marketing mix variables.