Strategi Pemasaran One Stop Shopping dalam Meningkatkan Tingkat Kepuasan Konsumen di Plaza Millennium

Abstract

This study aims to determine whether the marketing strategy one stop shopping significantly influence consumer satisfaction in Plaza Millennium Medan, where the visitors into customers is at the Plaza Millennium. The population in this study were all visitors at the Plaza Millennium. Samples taken are as many as 70 respondents using accidental sampling technique that sampling techniques performed subjectively by the terms of the ease of research, sampling sites, and the number of samples to be taken. Data analysis method used is the instrument (validity and reliability), as well as the quantitative analysis methods of data analysis methods that consist of classical assumption test of normality test and test heterokedastisitas, simple linear regression, hypothesis testing consisting of a t-test and test the coefficient of determination (R2). The execution method of data analysis using SPSS 18.0 for Windows. This study concludes that the variables one stop shopping marketing strategy adopted by the Plaza Millennium effect on customer satisfaction which is the visitors at Plaza Millennium. These results can be seen by testing the resulting coefficient of determination R-square value of 0.739. This suggests that one stop shopping marketing strategies to influence consumer satisfaction in Plaza Millennium at 73,9%. Marketing strategy means one stop shopping is not the only factor affecting customer satisfaction, but there are other factors that influence it by 26.1% which is not examined in this study.