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Abstract

This study aims to evaluate the influence of the 7P marketing mix on the decision to reuse InDrive Motor services, with customer satisfaction as a mediating variable using Structural Equation Modeling (SEM). The method used is quantitative with an explanatory design to analyze the influence between variables and the role of customer satisfaction as a mediator. The results show that Product (X1) has a positive and significant effect on customer satisfaction, while Price (X2) has a negative but insignificant effect. The variables Place (X3), People (X5), and Physical Evidence (X7) are positively related but not significant, while Promotion (X4) and Process (X6) were excluded due to multicollinearity. Customer satisfaction (M) plays a significant role in increasing reuse (Y), and only Product (X1) has a significant effect through this variable. Overall, these results confirm that although most of the 7P elements are insignificant, customer satisfaction remains a major factor in encouraging continued use of InDrive Motor services.

Keywords

Customer Satisfaction 7P Marketing Mix Reuse

How to Cite

Citation Format
Lubis, I., & Arini, N. I. (2026). Analisis Pengaruh 7P melalui Kepuasan Pelanggan terhadap Pemakaian Ulang InDrive Motor. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(2), 1074-1082. https://doi.org/10.35870/jemsi.v12i2.5862

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Author Biographies

Ihsan Lubis, Indonesia Open University

Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Terbuka, Indonesia.

Nuskha Ilma Arini, Politeknik Industri Furnitur dan Pengolahan Kayu Kendal

Politeknik Industri Furnitur dan Pengolahan Kayu Kendal, Indonesia.

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Copyright (c) 2026 Ihsan Lubis, Nuskha Ilma Arini

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This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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