Pengaruh Bauran Pemasaran terhadap Kepuasan Konsumen (Studi pada Toko Buku Rohani Sola Gratia P Bulan Medan)

Abstract

The background of this research is currently, business presence is increasingly important in the community.Therefore, so many ways businesses done to satisfy the customers to get high loyalty of the customers. One way the Businesses do to satisfy the customers is by Marketing Mix Startegy. This study aims to identify and analyze the influence of Marketing Mix on costumer satisfaction of Spritual Book Store Sola Gratia Medan.The sampling technique used purposive sampling technique with a sample size of 100 people. The analytical method used is descriptive analysis method and the method of statistical analysis that consists of multiple linear regression analysis.Partial significance testing (test - t), simultaneous test (Test - f) and testing Determinant coefficient (R ²). The results showed that the variables Marketing Mix Place, Price, Product, Promotion positive and significant impact on consumer satisfaction of Spritual Book Store Sola Gratia Medan.On testing simultaneously (Test - F) note that variables Marketing Mix Place, Price, Product, Promotion together – the same positive and significant impact on consumer satisfaction of Spritual Book Store Sola Gratia Medan.In the partial test (Test - t) note that variables Marketing Mix Promotion who has the most dominant influence on customer satisfaction of Spritual Book Store Sola Gratia Medan. Through testing adjusted coefficient of determination (Adjusted R Square) obtained a value of 0,645 which means as much as 64,5% customers satisfaction of Spritual Book Store Sola Gratia Medan as independent variabels. While the remaining 35,5% can be explained by other variabels not examined by study.