ANALYSIS OF THE MARKETING MIX (PRICE AND POMOTION) ON SALES GROWTH MEDIATED BY CUSTOMER SATISFACTION : A CASE STUDY AT UMKM CAKE AND BAKERY LOWAYU DUKUN GRESIK

Authors

  • Ahmad Ferry Zainul Haq Islamic University of Lamongan Author
  • Henny Mahmudah Islamic University of Lamongan Author
  • Lilik Nur Cholidah Islamic University of Lamongan Author
  • Mohammad Yaskun Islamic University of Lamongan Author

Keywords:

Marketing Mix, Price, Promotion, Customer Satisfaction, Sales Growth, PLS-SEM

Abstract

This study aims to investigate the influence of the marketing mix (price and promotion) on sales growth, mediated by customer satisfaction, in UMKM Cake ‘n Bakery Lowayu, Dukun, Gresik. A quantitative approach was used with a sample of 150 customers. The data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Model (PLS-SEM) technique using SmartLPS 4.0. The results reveal that price and promotion have significant direct effects on sales growth. The price variable shows a path coefficient of 0.315 (t-statistic = 3.214, p = 0.001), and promotion has a coefficient of 0.412 (t-statistic = 4.102, p < 0.001). Both also have significant indirect effects via customer satisfaction (price: 0.276, t-statistic = 3.276, p < 0.001; promotion: 0.325, t-statistic = 3.918, p < 0.001). Meanwhile, customer satisfaction has a significant direct effect (t-statistic = 5.100, p <

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles