The Role of Marketing Mix and Customer Satisfaction in Driving Customer Loyalty: An Empirical Analysis of Mixue Ice Cream & Tea Company, Bandung City

This study aimed to analyze the effect of the 4Ps marketing mix (product, price, promotion, place) on customer loyalty, with customer satisfaction as an intervening variable, in Mixue Ice Cream & Tea Company in Bandung City.A quantitive approach was adopted using non-probability sanpling from 400 customers of Mixue Ice Cream & Tea Company.The data was analyzed via partial least squares structural equation modeling (PLS-SEM) using SMARTPLS software.The resultys revealed that the 4Ps marketing mix had a significant positive effect on customer satisfaction and loyalty.Further, Customer satisfaction positively mediated the relationship between marketing mix and customer loyalty.The findings provide important implications for Mixue Ice Cream & Tea Company to design effective marketing strategies that enhance customer experiences and sustain loyalty.Further studies can build on these findings by incorporating additional variables like service quality and brand image.