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Maharani, Ananda Aprilia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH STRATEGI PEMASARAN, GAYA HIDUP, DAN PERILAKU KONSUMTIF TERHADAP KEPUASAN PELANGGAN PADA KEDAI SAERAH Maharani, Ananda Aprilia
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 9 (2024): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2024
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This observation was conducted to see whether marketing strategy, lifestyle, and consumer behavior may influencecustomer satisfaction at Kedai Saerah Bandar Kidul Kediri. This study uses a quantitative research approach anda simple random sampling technique using the Slovin formula. From the calculation with the Slovin formula, a totalsample of 80 respondents was obtained. This study used multiple linear regression analysis. This study found thatmarketing strategy, lifestyle, and consumer behavior had a significant effect on customer satisfaction partially. Incontrast, simultaneously, marketing strategy, lifestyle, and consumer behavior significantly affected customersatisfaction.
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