PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN

Abstract

The purpose of this research is to find out and to analyze the influence of market mix (product, price, place, promotion) to the customers satisfaction at Sakinah and to find out the influence of service quality (reliability, responsiveness, assurance, empathy, tangible) to the customers satisfaction at Sakinah. The type of this research has been done by using associative in order to find out the correlation between two variables or more. The population of this research is all customers who have ever purchased products at Sakinah and the numbers of samples are 100 people. the data analysis technique has been carried out by using multiple regressions analysis, model reliability test and hypothesis test and the SPSS 23.Based on the result of discussion it can be concluded that market mix has positive influence to the product and promotion meanwhile price and place has negative influence to the customer satisfaction. The variables of service quality (reliability, responsiveness, assurance, empathy, tangible) have influence to the customer satisfaction with positive direction.

Keywords: mix markets, service quality and customers satisfaction