PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN PADA XI BO BA DI SURABAYA

Abstract

There was a strong competition within the sales world of popular beverages, in which many producers were involved in fulfilling the consumers’ needs and wants. That is the background of every company that needs to put consumers’ satisfaction as the first goal and believes as one of the key successes in winning the competition. Therefore, the mix marketing is used in giving satisfaction and more value to the consumers. This research aimed to analyze the marketing mix which referred to product, price, place, promotion, people, physical evidence, and process on the consumers’ satisfaction of Xi Bo Ba in Surabaya. The research was quantitative. Moreover, the data collection technique used purposive sampling. The population was the consumers of Xi Bo Ba in Surabaya with 162 respondents as the sample. Furthermore, the data analysis technique used multiple regression. The result concluded that promotion, people, physical evidence, and the process had a positive and significant effect on consumers’ satisfaction. It meant that a marketing mix was really needed in increasing the companies into excellence. In consequence, to have sustainable improvement, the management should grow significantly in having strategies for entering the Food and Beverage market. Additionally, product excellence could affect consumers’ satisfaction at the market level.