| The purpose of this research is to analyze the direct influence of product, price, place, promotion, person, process, physical evidence on customer loyalty of Meeting Hall Sejahtera (GPS). Analyzing customer satisfaction as a mediating variable of product, price, place, promotion, person, process, physical evidence on GPS customer loyalty. The population in this study is all GPS customers. Sampling method used in this research is probability sampling with technique of taking simple random sampling and based on formula slovin obtained amount of sample data in this research counted 267 respondents. Data obtained in this study were analyzed using structural equation model (SEM) with LISREL 8.7 statistic program. The results show product, promotion, and people directly affect on GPS customer loyalty. While prices, places, and processes have no direct effect on GPS customer loyalty. Other results from this study indicate that customer satisfaction can mediate the effect of product and physical evidence on GPS customer loyalty. However, customer satisfaction does not mediate the influence of prices, places, promotions, people, and processes on GPS customer loyalty. |