PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN BERBELANJA DI MATAHARI BASKO GRAND MALL PADANG
Abstract
Abstract
This study was conducted to analyze the effect of the marketing mix to consumer satisfaction Matahari Basko Grand Mall. Information on customer satisfaction very useful for determining the company's strategy to improve customer satisfaction. Matahari Basko Grand Mall in operations have implemented elements of the marketing mix, but the extent to which elements of the marketing mix that has been applied affects customer satisfaction is not yet known. Research carried out are expected to answer the seven hypothesis, namely: (1) product significantly affect customer satisfaction, (2) the price significantly affect customer satisfaction, (3) a significant influence on consumer satisfaction, (4) the promotion effect significantly to customer satisfaction, (5) people / employees significantly affect customer satisfaction, (6) the physical facilities significantly affect customer satisfaction and (7) the process significantly affect customer satisfaction Matahari Basko Grand Mall.
The population in this study are all consumers of the Matahari Basko Grand Mall with a total sample of 100 people. Data analysis was performed using Analysis KMO and Bartlett's Test to determine how much influence the independent variable (product, price, place, promotion, people, physical facilities and process) on the dependent variable (customer satisfaction) either partially or simultaneously.
The analysis showed that partially significantly to customer satisfaction Matahari Basko Grand Mall Kota Padang with the results of the regression coefficient of variable factor 1 (β1) is 0.477, the regression coefficient variable factor 2 (β2) is 0.499, the variable factor of 3 (β3) is 0.421, coefficient variable regression factor 4 (β4) is 0.297, the variable factor of 5 (β5) was 0.217 and the regression coefficient of variable factor 6 (β6) was 0.209 and the value of a constant (α) amounted to -11.522.
Key words : Marketing Mix, Consumer Satisfaction
