The impact of marketing mix on rendang products customer loyalty in the new normal era

This study aims to determine the effect of marketing mix (product, place, price, and promotion) on customer loyalty in the rendang business. This research was conducted at PT Asal Seiya Sekata (ASESE), in Padang City, West Sumatra, Indonesia. Respondents used in this study were 99 people. Data were analyzed through inferential statistics using multiple linear regression formulas. The data were processed using SPSS.27. The results showed a significant effect, where the marketing mix of product, price, place, and promotion influenced consumer loyalty by 55.3%, and factors outside the factors studied influenced the other 44.7%. Products significantly affect customer loyalty to ASESE rendang because the taste of rendang has become the main attraction for customers to be loyal to ASESE rendang products. These results will contribute to understanding the factors that affect the purchasing behavior and customer loyalty of rendang products, especially ASESE’s rendang business.