THE IMPACT OF MARKETING MIX ON CUSTOMER LOYALTY WITH SATISFACTION AND TRUST COSTUMER AS MEDIATING VARIABLE AT BANK SYARIAH MANDIRI AT SITUBONDO

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Ediyanto Ediyanto
Rini Kartika Sari

Abstract

The purpose of this research was to analyze the impact of marketing mix on customer loyalty with satisfaction and trust costumer as mediating variable at Bank Syariah Mandiri at Situbondo. Data were gathered by distributing questionnaire to 140 respondents with purposive sampling. To analysis the data, this research used Structural Equation Modelling (SEM). The result of this analysis showed that marketing mix had positive significant effect to satisfaction, marketing mix had not positive significant effect to loyalty, satisfaction had positive significant effect to trust, satisfaction had positive significant effect to loyalty, and trust had positive significant effect to loyalty.

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