Universitas Indonesia Conferences, The 4th International Conference of Vocational Higher Education

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Effect of Marketing Mix and Service Quality on Consumer Satisfaction
Natalia Wowiling CNW

Last modified: 2019-06-22


This study aims to determine the extent of the influence of marketing mix on consumer satisfaction and the effect of service quality on consumer satisfaction. The populations in this study were Grand Kawanua Manado Transmart Carrefour customers, amounting to 1920 people, while the number of samples was 100 respondents. This study uses a quantitative approach with SEM-PLS analysis. The results of the study indicate that there is an effect of marketing mix on consumer satisfaction, and service quality influencing consumer satisfaction. To maintain consumer satisfaction in the era of very tight retail business competition, companies should continue to improve service quality to customers by paying attention to the elements of marketing mix such as determining reasonable and competitive prices, good product quality, and continuing promotion. The results of this study are expected to provide benefits for other researchers, and for practitioners in developing retail business marketing strategies.

Keywords: Marketing Mix, Service Quality, Consumer Satisfaction.