This study aims to determine the effect of Marketing Mix (product, price, place, and promotion) on Consumer Loyalty of "Tamora" Fish Crackers in Pacitan. The sample in this study were 95 people who met the criteria determined by the researcher. The testing phase used includes instrument testing, coefficient of determination testing, and hypothesis testing. The analysis used in this study is multiple linear regression analysis. The results of this study indicate that: (1) Product has a significant positive effect on customer loyalty, (2) Price has a significant positive effect on customer loyalty, (3) Place has a significant positive effect on customer loyalty, (4) Promotion has a significant positive effect on customer loyalty, (5) Marketing Mix has a significant positive effect on consumer loyalty
Keywords: marketing mix, consumer loyalty