The Effect of 4p Marketing Mix on Customer Satisfaction to Return (Case Study: "Soma Coffee Vasanta" in MM 2100 Industrial Estate)

Abstract

This research is driven by the declining number of visitors, the intense competition among coffee shops in the MM2100 industrial area, and the unstable financial condition of Soma Coffee Vasanta. The primary objective is to examine how the components of the marketing mix (product, price, place, and promotion) affect customer satisfaction and revisit intention in the context of a coffee shop operating within an industrial setting. The research aims to analyze the influence of each marketing mix variable on customer satisfaction and their intention to return. A quantitative approach was employed in this study, using a survey method with questionnaires distributed to 100 respondents. The data were analyzed using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) technique. The findings indicate that product, price, and promotion have a positive and significant influence on customer satisfaction, whereas place does not exhibit a significant effect. Furthermore, product and price also significantly affect revisit intention, while promotion and place show no meaningful impact. The research concludes that product quality and pricing strategies aligned with consumers’ purchasing power are critical factors in effective marketing. These results offer practical implications for the management of Soma Coffee Vasanta in developing targeted marketing strategies and contribute theoretically to the application of the marketing mix concept in the coffee shop industry, particularly in industrial area settings.