Marketing Mix, Brand Image, and Consumer Satisfaction in Building Customer Loyalty in a Coffee-Based MSME

Abstract

This study aims to analyze the indirect influence of marketing mix elements—product, price, place, and promotion—on consumer loyalty, mediated by brand image and consumer satisfaction in the context of Kopi Nur MSME, Indonesia. Employing a quantitative approach, data were collected from 200 active consumers using a structured Likert-scale questionnaire. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that all four marketing mix variables positively and significantly influence brand image. Furthermore, brand image significantly affects consumer satisfaction and plays a mediating role in the relationship between marketing mix and consumer loyalty. In addition, consumer satisfaction also mediates the effect of brand image on loyalty. The study highlights that effective management of marketing mix elements not only strengthens brand perception but also enhances consumer experience, leading to long-term loyalty. These results offer practical implications for local MSMEs, especially in the coffee sector, emphasizing that product excellence, fair pricing, accessible distribution, and consistent digital promotion are critical in fostering a strong brand and loyal customer base.