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HUBUNGAN MARKETING MIX DENGAN KEPUASAN PELANGGAN PADA TOKO MEUBEL MITRA SAKTI TIMIKA PAPUA

HALIM, VIVIT VITHA (2013) HUBUNGAN MARKETING MIX DENGAN KEPUASAN PELANGGAN PADA TOKO MEUBEL MITRA SAKTI TIMIKA PAPUA. Other thesis, University of Muhammadiyah Malang.

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Abstract

The marketing mix consists of four variables: Product, Price, Place and Promotion. Marketing Mix is the essence of marketing. Each element contained in these combinations are interconnected and influence each other. Customer satisfaction is the degree to which the needs wants and expectations of customers are met which will result in repeat purchases or continue loyalty (Band, 1991). This study aimed to describe the marketing mix, customer satisfaction, marketing mix to determine the relationship of customer satisfaction, to find among the marketing mix that has the strongest relationship with customer satisfaction in the furniture store powerful partner. This research is a kind of associative research. The scale used a Likert scale to measure the attitudes, opinions, and perceptions of a person or group of people about social phenomena. The analytical method used in this study is a quantitative method. Sampling techniques in this research is 100 respondents and using incidental sampling method, sampling technique that is based on chance, ie, anyone who by chance / incidental met with investigators can be used as a sample. Methods of data collection using a structured questionnaire. Presentation of data to identify the marketing mix with the customer satisfaction with the frequency distribution and tables. The test is used to determine the relationship of the marketing mix and customer satisfaction that is using the Spearman rank correlation test with a significance level of p ≤ 0.05. The results showed a significant relationship between marketing mix consists of product, price, place and promotion with customer satisfaction views of probability value = 0.01. So probability 0.01 <0.05. Thus Ho is rejected. This situation indicates that there is a significant relationship between marketing mix and customer satisfaction. Of the study showed no significant relationship between marketing mix consists of product, price, place and promotion with customer satisfaction Timika powerful partner furniture stores. Of the four marketing mix variables of product, price, place, and promotion are said to have a strong relationship is seen variable promotion of Spearman rank correlation test.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management
Depositing User: Fitri Ramandhany
Date Deposited: 11 Feb 2016 04:02
Last Modified: 11 Feb 2016 04:02
URI : http://eprints.umm.ac.id/id/eprint/20291

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