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All Journal Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Sugih Arto Pujangkoro
Master of Management Program, Postgraduate School, Universitas Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Marketing Mix on Customer Satisfaction at Sinar Terang Elektrik Stores in Medan City Rini Anggraini; Sugih Arto Pujangkoro; Iskandarini
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v2i3.4746

Abstract

This study aims to determine the effect of product, price, promotion, and location on consumer satisfaction. All data in this study were obtained from research using questionnaires in Medan. The analysis technique in this study used multiple regression analysis using the Statistical Package for the Social Sciences (SPSS). The population of this study were consumers of Sinar Terang Elektrik Stores, with a sample of 96 respondents based on random sampling. The results showed that the influence of the marketing mix simultaneously and partially had a significant effect on customer satisfaction. However, only product and price significantly affect customer satisfaction, while promotion and location do not.
Co-Authors Iskandarini Rini Anggraini