Open AccessPENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GIANT DEPT STORE CABANG BSD TANGERANG
Author(s) -
Denok Sunarsi
Publication year - 2020
Publication title -
e-mabis/e-mabis: jurnal ekonomi manajemen dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2598-9405
pISSN - 1412-968X
DOI - 10.29103/e-mabis.v21i1.473
Subject(s) - customer satisfaction , business administration , service quality , marketing , business , quality (philosophy) , test (biology) , marketing mix , regression analysis , service (business) , mathematics , advertising , statistics , physics , paleontology , quantum mechanics , biology
This study aims to determine the effect of marketing mix and service quality on consumer satisfaction at Giant Dept Store BSD Tangerang Branch. The method used is explanatory research with analytical techniques using statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this study marketing mix significantly influence consumer satisfaction by 37.7%, hypothesis testing obtained t count t table or (7.707 1.984). Service quality has a significant effect on customer satisfaction by 46.1%, the hypothesis test is obtained t count t table or (9,153 1,984). Marketing mix and service quality simultaneously have a significant effect on customer satisfaction with the regression equation Y = 9,780 + 0,293X1 + 0,476X2 and the contribution of effect is 53,8%, the hypothesis test is obtained F count F table or (56,404 2,700).