The Effect of Service Marketing Mix on Consumer Satisfaction at Mega Mart

Merlina I. Unggu; Rosida P. Adam; Syamsul Bahri Dg Parani

doi:10.59890/ijssi.v3i2.3157

Authors

Merlina I. Unggu Tadulako University
Rosida P. Adam Tadulako University
Syamsul Bahri Dg Parani Tadulako University

DOI:

https://doi.org/10.59890/ijssi.v3i2.3157

Keywords:

Marketing Mix, Product, Price, Promotion, Location, Process, People, Physical Evidence and Consumer Satisfaction

Abstract

Research This research aims to determine (1) the effect of products on consumer satisfaction at Mega Mart, (2) the effect of Price on consumer satisfaction at Mega Mart, (3) the effect of Location on consumer satisfaction at Mega Mart, (4) the effect of Promotion on consumer satisfaction at Mega Mart, (5) the effect of Process on consumer satisfaction at Mega Mart, (6) the effect of People on consumer satisfaction at Mega Mart, (7) the impact of tangible proof on Mega Mart customers' contentment. This study is quantitative in nature. The participants in this research were people who had shopped at Mega Mart. The sampling technique used purposive sampling and Accidental with a sample size of 80 people. The data collection technique used online and offline questionnaires that had been tested for validity and reliability. Data collection used online and offline questionnaires that had been tested for validity and reliability. The analysis method used multiple linear regression. The results of this study indicate that (1) there is a significant influence on the product variable (X1) on consumer satisfaction at Mega Mart, (2) There is an insignificant influence on the price variable (X2) on customer satisfaction satisfaction at Mega Mart. (3) There is a big impact on the location variable (X3 on customer satisfaction satisfaction at Mega Mart, (4) There is a big impact on the Promotion variable (X4) on customer satisfaction satisfaction at Mega Mart, (5) There is a significant influence on the process variable (X5) on consumer satisfaction at Mega Mart (6) There is a significant influence on the people variable (X6) on customer satisfaction satisfaction at Mega Mart, (7) There is a big impact on the Physical Evidence variable (X7) on customer satisfaction at Mega Mart

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