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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Farid Farid
Universitas Tadulako Palu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Effect Of Retail Marketing Mix On Customer Satisfaction At PT Bumi Nyiur Swalayan In Palu City Nuranda Deita; Wahyuningsih Wahyuningsih; Ira Nuriya Santi; Farid Farid
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.9877

Abstract

This study aims to test and analyze the effect of marketing mix consisting of product, price, location, and promotion on customer satisfaction of Bumi Nyiur Supermarket in Palu City. Data collection was carried out using a survey method through questionnaire distribution. The study population was all customers of Bumi Nyiur Supermarket in Palu City. The sampling technique used purposive sampling and the determination of sample size used roscoe's theory by setting a sample of twenty times the number of variables and obtained 100 samples. The data analysis technique used multiple linear regression. The results of the study showed; Marketing mix consisting of product, price, location, and promotion simultaneously have a positive and significant effect on customer satisfaction, promotion has a positive and significant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, location has a positive and significant effect on customer satisfaction and promotion has a positive and significant effect on customer satisfaction.
Co-Authors Ira Nuriya Santi Nuranda Deita Wahyuningsih Wahyuningsih