The Influence Analysis of Marketing Mix on Customer Satisfaction “X” Books Store in the Faculty of Engineering, University Oo Sam Ratulangi Manado
DOI:
https://doi.org/10.58344/jws.v3i8.695Keywords:
4Ps, Customer Satisfaction, Marketing Mix, "X" Books StoreAbstract
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.
References
Al Hakim, R., Mustika, I., & Yuliani, W. (2021). Validitas dan reliabilitas angket motivasi berprestasi. FOKUS: Kajian Bimbingan Dan Konseling Dalam Pendidikan, 4(4), 263–268.
Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing tools used in the marketing mix: A systematic literature and future research agenda. Sage Open, 13(1), 21582440231156564.
Anuraga, G., Indrasetianingsih, A., & Athoillah, M. (2021). Pelatihan pengujian hipotesis statistika dasar dengan software r. BUDIMAS: Jurnal Pengabdian Masyarakat, 3(2), 327–334.
Ariyanti, W. P., Hermawan, H., & Izzuddin, A. (2022). Pengaruh harga dan lokasi terhadap kepuasan pelanggan. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(1), 85–94.
Astuti, H., Wijaya, S., & Agustina, M. (2023). Implementasi Marketing Mix 7P Pada Usaha Mikro Kecil dan Menengah. Referensi: Jurnal Ilmu Manajemen Dan Akuntansi, 11(1), 1–14.
Cahyaningrum, E. M., sri Nugroho, D. W. P., & Suryawardana, E. (2021). Implementasi Marketing Mix dalam Mempertahankan Eksistensi pada Kedai Bikang dan Pukis Irak Semarang. Solusi, 19(4), 383–390.
Ferlitasari, R., & Rosana, E. (2020). Pengaruh media sosial instagram terhadap perilaku keagamaan remaja. Socio Religia, 1(2).
Hanafi, M. F. (2024). Implementasi Marketing Mix Di Showroom “Desata Used Car” Dalam Menyusun Strategi Pemasaran. Jurnal Ekonomi Dirgantara, 8(6).
Hurriyati, R. (2015). Bauran pemasaran dan loyalitas konsumen: Fokus pada konsumen kartu kredit perbankan.
Ihsan, M. N., & Sutedjo, B. (2022). Pengaruh brand image dan brand trust terhadap kepuasan konsumen dan dampaknya terhadap minat beli ulang. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 24(1), 170–176.
Ismail, A. D., & Farida, I. (2023). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Jasa Toko Online Terpercaya Storeseconds. Soetomo Management Review, 2(1), 22–34.
Lim, W. M. (2023). Transformative marketing in the new normal: A novel practice-scholarly integrative review of business-to-business marketing mix challenges, opportunities, and solutions. Journal of Business Research, 160, 113638.
Prasetyo, L., & Sugesti, H. (2016). Pengaruh Kualitas Produk Terhap Kepuasan Pelanggan Di Hotel Kedaton Bandung (Studi Kasus Pada Kamar Deluxe Di hotel Kedaton Bandung). Pro Mark, 2(1).
Pratama, R., & Adriyanto, A. T. (2023). Pengaruh Customer Experience dan Customer Value Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Studi pada Pelanggan di Bengkel Ravi Motor Juwana-Pati. Jurnal Bisnis Dan Manajemen, 10(2), 241–250.
Purnomo, F. Y., & Radityo, S. D. (2021). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Toko Buku Karisma Balikpapan. Madani Accounting And Management Journal, 7(1), 65–80.
Putra, E., & Sari, M. (2023). Analisis Strategi Pemasaran pada Industri Buku Khusus di Lingkungan Akademik. Journal of Marketing and Business Innovation, 4(2), 50–62.
Putri, T. Y., Anggraini, T., & Harahap, R. D. (2023). Analisis Implementasi Strategi Bauran Pemasaran (Marketing Mix) 11P Pada UMKM Tenis (Teh Nikmat Sidamanik). Syarikat: Jurnal Rumpun Ekonomi Syariah, 6(1), 37–48.
Rasyid, M. N., Nasrullah, N., & Sumarni, S. (2021). Pengaruh Strategi Pemasaran Online Terhadap Minat Beli Konsumen Di Kota Makassar (Studi Kasus Toko Ramadhan Stationery). Jurnal Ar-Ribh, 4(1).
Saragih, D., & Mustofa, A. (2021). Strategi Marketing Mix dalam Meningkatkan Penjualan Buku Arsitektur di Indonesia. Journal of Marketing Science, 3(1), 23–33.
Sugiono, S., Noerdjanah, N., & Wahyu, A. (2020). Uji validitas dan reliabilitas alat ukur SG posture evaluation. Jurnal Keterapian Fisik, 5(1), 55–61.
Sugiyono, S., & Lestari, P. (2021). Metode Penelitian Komunikasi (Kuantitatif, Kualitatif, dan Cara Mudah Menulis Artikel pada Jurnal Internasional). Alvabeta Bandung, CV.
Tiyani, D. R. (2012). Analisis Bauran Promosi Dalam Meningkatkan Volume Penjualan Mobil Daihatsu Pada PT. Jujur Jaya Sakti Makassar. Makassar, Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Hasanuddin Makassar. Http://Repository. Unhas. Ac. Id/Bitstream/Handle/123456789.
Wijayanti, R., & Ariyanti, S. (2022). Implementasi Strategi Marketing Mix Dalam Mempertahankan Usaha (Studi Kasus Pada Es Kelapa Muda Pak Ambon Dr. Cipto Semarang). Solusi, 20(1), 92–103.
Yusuf, M., & Matiin, N. (2022). Analysis of the Effect of the Marketing Mix on Purchasing Decisions. International Journal of Economics and Management Research, 1(3), 177–182.
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of World Science
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
