The Effect of Marketing Mix (4P) and Fulfilling on Customer Loyalty with Buying Interest as an Intervening Variable at Aldzikra Plastik Store in Sangatta

Authors

  • Titin Ruliana Universitas 17 Agustus 1945 Samarinda
  • Eka Yudhyani Universitas 17 Agustus 1945 Samarinda
  • Rahmi Ramadhani Universitas 17 Agustus 1945 Samarinda

DOI:

https://doi.org/10.59141/jrssem.v6i2.1748

Keywords:

Marketing Mix (4p), Fulfilling, Buying Interest, Customer Loyalty

Abstract

This study aimed to analyze the effects of product, price, place, promotion, and fulfillment on purchase intention and customer loyalty at Aldzikra Plastik Store in Sangatta, both directly and through purchase intention as an intervening variable. Primary data were collected through a Likert-scale questionnaire distributed to 122 selected customers using purposive sampling from a population of 163 customers. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software.The results showed that product and price did not have significant effects on purchase intention or customer loyalty. Place had a significant positive effect on purchase intention, while promotion had a significant negative effect on purchase intention. Although place and promotion did not directly affect customer loyalty, both had significant indirect effects through purchase intention. Fulfillment had a positive and significant effect on purchase intention but did not significantly affect customer loyalty directly. Purchase intention was proven to have a positive and significant effect on customer loyalty and served as a full mediator in the relationships between place, promotion, fulfillment, and loyalty. These findings confirm that purchase intention is a key variable linking marketing strategies to the formation of customer loyalty at Aldzikra Plastik Store in Sangatta.

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Published

2026-09-28

How to Cite

Ruliana, T., Yudhyani, E., & Ramadhani, R. (2026). The Effect of Marketing Mix (4P) and Fulfilling on Customer Loyalty with Buying Interest as an Intervening Variable at Aldzikra Plastik Store in Sangatta. Journal Research of Social Science, Economics, and Management, 6(2), 1415–1426. https://doi.org/10.59141/jrssem.v6i2.1748

Issue

Vol. 6 No. 2 (2026): Journal Research of Social Science, Economics, and Management

Section

Articles

License

Copyright (c) 2026 Titin Ruliana, Eka Yudhyani, Rahmi Ramadhani

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