The Effect of Marketing Mix on Consumer Satisfaction and Loyalty of WildBee Honey in Surabaya City

Abstract

This study examines the relationships between the marketing mix, consumer satisfaction, and consumer loyalty among WildBee Honey consumers in Surabaya, with particular attention to the mediating role of consumer satisfaction. A quantitative survey approach was employed involving consumers selected through purposive sampling based on the criteria of being at least 17 years old and having purchased and consumed WildBee Honey. Data were collected using a five-point Likert-scale questionnaire and analyzed using IBM SPSS Statistics through validity and reliability tests, classical assumption tests, multiple linear regression, hypothesis testing, and mediation analysis. The findings show that the marketing mix has a positive and significant effect on both consumer satisfaction and consumer loyalty. Consumer satisfaction also has a positive and significant effect on consumer loyalty, and the marketing mix and consumer satisfaction jointly contribute significantly to consumer loyalty. However, the indirect effect of the marketing mix on consumer loyalty through consumer satisfaction is not statistically significant, indicating that consumer satisfaction does not mediate this relationship. Thus, the marketing mix and consumer satisfaction operate as distinct direct determinants of consumer loyalty rather than through a confirmed mediation mechanism. The findings suggest that WildBee Honey should prioritize coordinated improvements in product quality, product accessibility, promotional effectiveness, and service delivery, while strengthening consumer satisfaction as an independent driver of loyalty. This integrated approach provides a more relevant basis for sustaining consumer relationships in the competitive honey market.