Analisis Pengaruh Bauran Pemasaran Jasa terhadap Kepuasan Konsumen (Studi Kasus Konsumen Kampung Ladang Outbound Camp)

Abstract

Customer satisfaction is very important to the sustainability of a business, especially a business in tourism services. In order to enhance customer satisfaction, companies must be able to understand market demand, supported by good marketing strategy. This can be done by applying marketing mix. Kampung Ladang Outbound Camp is a leading provider of outbound travel services. Founded in 2008, Kampung Ladang become place for outbound tourism for Medan people and surrounding. This research service titled the influence of marketing mix on consumer Kampung Ladang Outbound Camp satisfaction. The purpose of this study is to analyze and determine whether the marketing mix affect consumer Kampung Ladang Outbound Camp satisfaction. The method used in this research is descriptive quantitative method, where the sampling technique using purposive sampling technique by applying the sampling criteria that consumers with a range of age 17 years and over. Techniques of data collection using a questionnaire with a number of questions for 23 questions. Data analysis was performed using multiple linear regression to see the influence of marketing mix on consumer satisfaction Kampung Ladang Outbound Camp The result showed that the marketing mix consisting of : product variable (X1), variable price (X2), place the variable (X3), promotion variable (X4), variable people (X5), and variable physical evidence (X6) influential positive and significant impact on customer satisfaction village Outbound Field Camp. Partial test results showed that only two variables: price (X2) and promotion (X4) significantly affected.