PENGARUH BAURAN PEMASARAN DAN KUALITAS JASA TERHADAP KEPUASAN KONSUMEN

Abstract

Th
is research is meant: 1) to analyze and to find out the mix market (product, price, place, promotion, people,
customer service, process and physical environment) has an influence to the customer satisfaction at PT
Gramedia Cabang Royal Surabaya and 2) to analyze and to find out the service quality (physical evidence,
feasibility, responsiveness, guarantee and empathy) has influence to the customer satisfaction at PT Gramedia
Cabang Royal Surabaya.The research is comparative causal research. The population of this research is all
customers who have ever purchased at PT Gramedia Cabang Royal Surabaya and the samples are 100 people.
The data analysis technique has been done by using multiple linear regressions analysis, feasibility model test,
and hypothesis test with the instruments of computerized system (Computer Program SPSS 20).Based on the
result of the research, it can be concluded that: mix market (product, price, place, promotion, people, customer
service, process and physical environment) has positive direction of influence to the customer satisfaction.
Service quality (physical evidence, feasibility, responsiveness, guarantee and empathy) has positive influence to
the customer satisfaction.

Keywords: mix market, service quality and customer satisfaction.