PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN SEPATU LEGAS PADA OUTLET

Abstract

A company can be stated to be succeed when it can produce and sell a product continuously with the growing
volume of frequency. A company requires real effort toward its marketing strategy in order to achieve
successfulness. Customer satisfaction is a desire in which there is a comparison between expectation and result
of a product that has been bought. The purpose of this research is to find out the influence of product, promotion,
price, and place toward customer satisfaction of Legas shoes Outlet PT Primadi Jaya Sakti Surabaya. The
samples are 100 customers who are the end-users of Legas shoes at PT Primadi Jaya Sakti Surabaya outlet. The
research data has been processed by using the SPSS 20 software and the Goodness of fit test. The analysis
method has been done by using multiple linear regressions, classic assumption test, and hypothesis test. Based
on the result of model feasibility test, the regression is feasible and can be used for the following analysis. In
according to hypothesis test found that the result of this research shows that product, promotion, price and place
gives influence to the customers satisfaction of Legas shoes outlet at PT Primadi Jaya Sakti Surabaya.
Keywords: Product, promotion, price, place and customers satisfaction.