PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GADING ASRI COTTAGE & RESTO

PIANTO, DIDIK (2014) PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GADING ASRI COTTAGE & RESTO. Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

Consumer satisfaction is the degree of one`s feelings after comparing the performance (results) are perceived, compared with expectations. Unknown whether consumers are satisfied after the transaction, depending on the performance of bids in compliance with consumer expectations. If the performance was below expectations, the customer is not satisfied. If performance meets the expectations of consumers satisfied. If performance exceeds expectations, konsumenn very satisfied or pleased. Many factors can affect customer satisfaction, such as marketing mix and quality of care. The purpose of this study was to analyze the influence of the marketing mix and service quality to customer satisfaction. The population in this study is that consumers who visited Ivory Asri Cottage & Resto, District Boja - Kendal regency, Central Java, whose number is not known. Selected sample of 100 consumers. Methods of data collection using questionnaire and analysis technique used is multiple regression. The results showed that: 1) The marketing mix positive and significant effect on customer satisfaction. 2). Quality of service and significant positive effect on customer satisfaction. 3). Marketing mix and service quality positive and significant impact on customer satisfaction.

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