PENGARUH MARKETING MIX (7P) TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada Burger King Merr Surabaya)

Abstract

This research aimed to find out the marketing mix 7P i.e., product, price, promotion, location, physical evidence, people, and process on the customers’ satisfaction at Burger King Merr Surabaya. The research was quantitative. Furthermore, the data collection technique used simple random samplings. The population was all customers at Burger King Merr Surabaya with 100 respondents as the sample. Moreover, the data analysis technique used multiple linear regression. The result showed that product, price, promotion, location, physical evidence, and people had a positive and significant effect on customers’ satisfaction. It meant the increase or decrease of the product, price, promotion, location, physical evidence, people, and whether or not the existing physical evidence would affect consumers’satisfaction. However, both location and process had negative and insignificant negative effect on customers’ satisfaction. This meant that the easier or more difficult of accessing locations and the speed of the process provided did not affect customers’ satisfaction. In order to increase customers’ satisfaction, Burger King could make good changes and innovations in the sector of products, prices, promotions, physical evidence, and people; since those factors proved to have a significant effect on customer satisfaction.