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All Journal E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis
Denok Sunarsi
Program Sudi Menejemen, Fakultas Ekonomi, Universitas Pamulang, Tangerang Selatan, Banten,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GIANT DEPT STORE CABANG BSD TANGERANG Denok Sunarsi
E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Vol 21, No 1 (2020): April
Publisher : Faculty of Economics and Business, Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (376.271 KB) | DOI: 10.29103/e-mabis.v21i1.473

Abstract

This study aims to determine the effect of marketing mix and service quality on consumer satisfaction at Giant Dept Store BSD Tangerang Branch. The method used is explanatory research with analytical techniques using statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this study marketing mix significantly influence consumer satisfaction by 37.7%, hypothesis testing obtained t count t table or (7.707 1.984). Service quality has a significant effect on customer satisfaction by 46.1%, the hypothesis test is obtained t count t table or (9,153 1,984). Marketing mix and service quality simultaneously have a significant effect on customer satisfaction with the regression equation Y = 9,780 + 0,293X1 + 0,476X2 and the contribution of effect is 53,8%, the hypothesis test is obtained F count F table or (56,404 2,700).
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