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Tongam Sirait
Faculty of Economics, STIE Harapan Bangsa, Jawa Barat, Indonesia
Computer Science & IT Economics, Econometrics & Finance Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence Analysis of Marketing Mix on Customer Satisfaction “X” Books Store in the Faculty of Engineering, University Oo Sam Ratulangi Manado Christian Nofeldy Supit; Tongam Sirait
Journal of World Science Vol. 3 No. 8 (2024): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v3i8.695

Abstract

Marketing mix or marketing mix is a set of marketing tools that companies use continuously to achieve their marketing goals in accordance with the market or target. The purpose of this study was to determine the effect of product, price, place, and promotion on customer satisfaction of “X” Books Store at the Faculty of Engineering, Sam Ratulangi University Manado. The type of research used in this research is quantitative with an explanatory research approach. Data collection was carried out by filling out questionnaires by respondents. The population of this study were students of the Department of Civil Engineering and Architecture totaling 1196, of which a sample of 93 students was taken based on the slovin calculation. Data analysis was carried out using Coefficient of Determination, and Ttest. Simultaneously using the Coefficient of Determination test, the 4P variables, namely product, price, place, and promotion, have an effect on customer satisfaction at the X “Books Store at the Faculty of Engineering, Sam Ratulangi University Manado with a percentage of 39.6%. Based on the Pasal test using the T test, the 4P variable hypothesis, namely product and promotion, does not have a significant effect on customer satisfaction with a percentage of 12% and 10.5%. Meanwhile, price and place have a significant effect on customer satisfaction with a percentage of 26.7% and 35.1% at the Faculty of Engineering, Sam Ratulangi University Manado. This research has implications for the importance of effective marketing mix management at “X” Books Store in order to increase customer satisfaction.
The Impact of Instagram Social Media Marketing on MSME Product Brand Awareness Call for Coffee Muh. Dewanata Anugrah Setya; Tongam Sirait
Journal of World Science Vol. 3 No. 8 (2024): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v3i8.699

Abstract

This study aims to determine and analyze the effect of social media marketing instagram on brand awareness of umkm serum coffee products. The method in this research is descriptive and causal. The population in this study were Seruan Coffee Instagram social media followers. Determination of the research sample using the slovin formula, so that 233 people were obtained. The results showed that entertainment, with a value of 4.28 and a regression coefficient of 0.360, had a positive and significant effect on brand awareness. Interaction, with a value of 4.18 and a regression coefficient of 0.491, also shows a positive and significant influence. Similarly, informativeness, with a value of 4.1 and a regression coefficient of 0.670; advertisement, with a value of 4.15 and a regression coefficient of 0.488; and e-word of mouth, with a value of 4.07 and a regression coefficient of 0.818, all have a significant influence on brand awareness. Overall, marketing on Instagram social media, which includes entertainment, interaction, informativeness, advertising, and e-word of mouth, is rated very well by respondents. The results of the analysis show that the variables of Social Media Marketing and Brand Awareness are rated very well and have a partial and simultaneous effect on brand awareness of MSME products, with a significant t-count (5.799 > 1.649) and f-count (178.243 > 2.21). This study implies that to increase brand awareness, Kopi Seruan MSMEs must continue to optimize their social media marketing strategies, especially in entertainment, interaction, informativeness, advertising, and e-word of mouth.
Co-Authors Christian Nofeldy Supit Muh. Dewanata Anugrah Setya