THE INFLUENCE OF MARKETING MIX 7PS AND SERVICE QUALITY ON THE BRAND LOYALTY OF DISNEYLAND IN CHINA

Abstract

This research aims to study the influence of demographics, marketing mix 7ps, and service quality on Disneyland's brand loyalty in China. The researcher used the questionnaire as the research tool and collected data from 436 Descriptive statistics were used to analyze data, including Frequency, Percentage, Mean, Standard Deviation, and inferential statistics, including independent Samples ttest, One-way ANOVA, LSD, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most respondents were male, aged 26-35, held a bachelor's degree, were employees, and had a monthly income of below or equal to 5,000 CNY. The first hypothesis was tested, and the results found that among the demographic factors, differences in age and education levels significantly affected brand loyalty among visitors who had been to Disneyland in China. The results of the second hypothesis tested found that within the marketing mix, the 7Ps (product, place, promotion, process, and physical evidence) significantly influenced brand loyalty. For the last
hypothesis tested, the results also found that service quality (tangibles, reliability, responsiveness assurance, and empathy) significantly influenced brand loyalty.