摘要：The purpose of this paper is to analyze the effect of marketing mix on customer loyalty through
customer satisfaction in food and beverage products of SMEs in Malaysia. The method of collecting
data is by using questionnaire and a sample of 300 customers is used for data gathering. Path analysis
and Sobel test are used in analyzing the data. The finding shows that product, promotion, place
and price have positive effects on customer satisfaction of food and beverage products SMEs in
Malaysia. Product, promotion, place and price give contribution to customer satisfaction about
68.9% while the rest is affected by other variables which are not included in this research. Moreover,
customer satisfaction has a positive effect on customer loyalty. The finding also shows that
product, promotion, place and price had positive effects on customer loyalty through customer satisfaction
of food and beverage products SMEs in Malaysia. Product, promotion, place, price and
customer satisfaction influence on customer loyalty about 61.7%.
关键词：Marketing Mix (4Ps);Customer Satisfaction;Customer Loyalty;Small and Medium Enterprises
