| dc.description.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. | en_US |
