Pengaruh Strategi Bauran Pemasaran Terhadap Kepuasan Konsumen pada Aroma Bakery dan Cake Medan

Abstract

The research entitled The Effect of Marketing Mix Strategy on Customer Satisfaction at Aroma Bakery & Cake Medan aims to provide empirical evidence about the effect of simultaneous and partial product, price, location and promotion variables on customer satisfaction at Aroma Bakery & Cake Medan, and knowing promotion variables dominant influence on customer satisfaction at Aroma Bakery & Cake Medan. The data used in this study are primary data obtained through the distribution of questionnaires to respondents, namely consumers of Aroma Bakery & Cake Medan. The sampling technique used is random sampling. For data analysis, the author uses multiple linear analysis. Based on the results of hypothesis testing it can be stated that product variables, location and promotion have a significant effect on customer satisfaction on Aroma Bakery & Cake Medan both simultaneously / simultaneously and partially. While the price variable has no significant effect on customer satisfaction at Aroma Bakery & Cake Medan. In addition, the test results also state that the dominant variable influencing consumer satisfaction on Roti Aroma Bakery & Cake Medan is a promotion variable.