The Influence of the Marketing Mix on Customer Satisfaction and Loyalty of Adizaya Hydroponic, Kediri City, East Java

More than 38 hydroponic farmer groups with a total of 50,000 planting points spread across various areas Kediri which has caused business competition to increase. Recognizing an increase in sales lettuce along the competitor's growth, Adizaya Hydroponics prospects for continuing grow, so must be increased efforts develop it. One ways is encourage consumers make repeat purchases. Customers who purchases are one characteristics loyal customers. In general, customers satisfied products they buy. This study aims identify marketing mix, customer satisfaction, and loyalty at Hidroponik, analyze influence 7p mix on satisfaction vegetables Hidroponik. The method determining sample using accidental sampling 62 respondents. first second objectives were analyzed descriptive analysis, while third objective was SEM-PLS. results showed that people process variables affected satisfaction. Product, price, people, process, promotion, have significant effect loyalty. variable mediates relationship between