Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Vol. 2 No. 3 (2023): August 2023

The Effect of Marketing Mix on Customer Satisfaction at Sinar Terang Elektrik Stores in Medan City

Rini Anggraini (Master of Management Program, Postgraduate School, Universitas Sumatera Utara)
Sugih Arto Pujangkoro (Master of Management Program, Postgraduate School, Universitas Sumatera Utara)
Iskandarini (Master of Management Program, Postgraduate School, Universitas Sumatera Utara)

Article Info

Publish Date
30 Aug 2023

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.

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Journal Info
Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Website

Abbrev

ministal

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ekonomi dan Bisnis Digital (MINISTAL) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Economic, finance, management, information technology and related fields. MINISTAL provides an outlet for the increasing flow ...