Pengaruh Bauran Pemasaran terhadap Kepuasan Pelanggan

Abstract

ABSTRACT
 The study aims to find out the effect of the marketing mix on customer satisfaction of Al-Amin Islamic Store Laladon and its research. The independent variable in the study is the marketing mix, which consists of product, price, promotion, and place variables, and the dependent variable is customer satisfaction. The method used in this study is quantitative by using two data analysis techniques, namely descriptive statistical analysis techniques to find out and describe data from respondents' answers to statements in answering questionnaires and inferential statistical analysis techniques using SEM data analysis methods (structural equation modeling)with PLS approach(partial least square)processed using smartPLS 3 application. The results of this study show that Al-Amin Islamic Store Laladon Bogor has implemented a marketing mix consisting of products, prices, promotions, and places well. Then based on the results of hypothesis testing shows that product variables, prices and promotions have a positive and significant influence on customer satisfaction, while place variables have a positive but not significant influence on customer satisfaction. Simultaneously product, price, promotion and venue variables had a 67.7% influence on customer satisfaction, while the remaining 32.3% were affected by other variables not studied in the study. 
 
 Keywords: Marketing Mix, Customer Satisfaction, Halal Industry

Pengaruh Orientasi Kewirausahaan Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing Sebagai Variabel Mediasi Pada Umkm Kedai Kopi Di Cikarang Utara Kabupaten Bekasi

“…Pada model pengukuran ini bertujuan melihat tingkat validitas antar konstruk, dengan nilai yang menjadi ukuran >0,50 (Meilda et al, 2022).…”

The Influence of Marketing Mix on Customer Satisfaction in Cinematography Extraculicular Training Program Company Cinema Innovator Bandung Branch

“…A product is anything that is offered by a company to be consumed by customers in order to meet the needs or satisfy the customer's desires (Andagisha in Meilda et al, 2022). More fully, Budi Rahyu (2017: 19) defines a product as everything (including physical objects, services, places, organizations, ideas, or individuals) offered by producers to be requested, sought, purchased, used, or consumed by the market as a Tjiptono (in Meithiana, 2019:92) Other variables that influence but are not studied in the study fulfillment of needs and his wish.…”

“…According to Amalia and Novianti (in Meilda et al, 2022) place is a combination of elements of distribution channels, location, and consumer purchasing decisions, all three of which are related to how the products they sell reach consumers. Place includes company activities that make products available to target consumers (Kotler & Armstrong.…”

“…Satisfaction is an expression of someone who appears after comparing customer expectations or expectations on the performance of a product with the results obtained (Ritonga et al, 2018:11). Customer satisfaction is the impression that consumers feel as their experience of using or consuming a product or service (Meilda et al, 2022). According to Tjiptono (in Meithiana, 2019: 92) indicators of customer satisfaction consist of: suitability of expectations, interest in visiting or repurchasing and willingness to recommend.…”

“…Consumer satisfaction or dissatisfaction with a product is the difference between reality and expectations, giving rise to the impression of feeling happy and disappointed with the perceived product performance (Japlani et al, 2021). Tejantara and Sukawati stated that customer satisfaction can be pursued by implementing the marketing mix as a company's business strategy (Meilda et al, 2022).…”