THE INFLUENCE OF THE MARKETING MIX ON CUSTOMER SATISFACTION AT LALASSA BEACH CLUB, PANDEGLANG (BANTEN): A PLS-SEM STUDY

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.