The Effect of the 7Ps Marketing Mix on Purchasing Decisions, Customer Satisfaction, Repurchase Intention, and Customer Loyalty at Hi Pals Cafe

Intense competition within the coffee shop industry requires business operators to implement effective marketing strategies using the 7Ps Marketing Mix: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Executing this strategy remains critical because it directly shapes consumer purchasing decisions and post-purchase behavior, including customer satisfaction, repurchase intention, and customer loyalty. Hi Pals Cafe Lamongan faces the strategic imperative to optimize its 7Ps Marketing Mix implementation to drive purchasing decisions and improve customer retention. This study aims to analyze the effect of the 7Ps Marketing Mix on Purchasing Decisions, examine the influence of Purchasing Decisions on Customer Satisfaction, evaluate how Customer Satisfaction affects Repurchase Intention, assess the impact of Repurchase Intention on Customer Loyalty, and identify the most dominant 7Ps Marketing Mix variable influencing Purchasing Decisions. This study used a quantitative approach via a questionnaire survey distributed to 200 customers. Data were analyzed using Structural Equation Modeling (SEM) supported by AMOS software. Empirical results indicate that all 7Ps Marketing Mix elements—Product, Price, Place, Promotion, People, Process, and Physical Evidence—exert a positive and significant effect on Purchasing Decisions. Product emerged as the most dominant variable influencing Purchasing Decisions with a standardized coefficient of 0.443, followed by Promotion at 0.329, Price at 0.306, People at 0.229, Place at 0.213, Process at 0.163, and Physical Evidence at 0.148. Furthermore, Purchasing Decisions exert a positive and significant effect on Customer Satisfaction with a standardized coefficient of 0.960. Customer Satisfaction demonstrates a positive and significant impact on Repurchase Intention with a standardized coefficient of 0.862. Finally, Repurchase Intention exerts a positive and significant effect on Customer Loyalty with a standardized coefficient of 0.881. Contribution to Sustainable Development Goals (SDGs):SDG 11: Sustainable Cities and CommunitiesSDG 8: Decent Work & Economic Growth