PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN MIE SETAN CABANG DUKUH KUPANG SURABAYA

Abstract

Nowadays Indonesia restaurant industry has grown rapidly. It is due to the need of society and its lifestyle. This condition encourages cempetition among the restaurant owner to have attention on the customer desire and fulfill their expectation. Besides, it also gears the owner to develop some innovation. This research aimed to find out the effect of marketing mix on the customers satisfaction of Mie Setan Dukuh Kupang, Surabaya. The research was quantitative with correlational approach. While, there were 98 respondents as sample. Moreover, the population was the customers who had bought the product for the second time. Futhermore, the instrument used quissionnaire which was given to the customers. For independent variable, it consisted of product (Pd), price (Hr), location (Lks), promotion (Pr), and Process (Ps). While the dependent variable was the customer satisfaction (Kk). In addition, for the instrument testing, it used validity and reliability test. For the data analysis technique, it used multiple linear regression. At this point, product was the dominant factor which increased the customer satsifaction. The result research concluded product, price, location, promotion, process, and people had affected on the customers satisfaction of Mie Setan Dukuh Kupang, Surabaya. As the conclusion, the management should not be easily satisfied with its achievment, but continue to give innovation and maintain the quality of mix marketing. In consequence, the sustainable customers satisfaction would be achieved.
Keywords: mix marketing, customers satisfaction