PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN (STUDI PADA RUMAH MAKAN SAGU MOJOANYAR, MOJOKERTO)

ABSTRACT Rozak, Nova Sai’ul, 2018. The Effect of Marketing Mix on Consumer Satisfaction (Studies in Sagu Mojoanayar Restaurant, Mojokerto). Thesis / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I: Budi Utami, SE., MM Supervisor II: Rika Dwi Harsasi, SE., M.SM The culinary business which is increasingly tight in its competition makes this study aim to determine the effect of the marketing mix on consumer satisfaction in the Mojokerto Sagu Restaurant. This type of research is descriptive quantitative research. The independent variable in this study is the marketing mix and the dependent variable is consumer satisfaction. The number of population in this study was 210 consumers, while the number of samples was 138 respondents. Based on the results of multiple linear regression tests with the results of the equation Y = 11.161 + 0.259X1 + 0.094X2 + 0.527X3 + 0.478X4 + 0.045X5 + 1.218X6 + 0.175X7 shows that every increase of 1 unit in each variable X, variable Y will increase by 11,161 units. While the results of the t test show partially all variables affect consumer satisfaction by sign. Product variable with 0.000, price with sig 0.003, location, with sig 0.000, promotion with sig. 0.000, people with sig. 0.004, process with sig. 0.000, physical proof of sig. 0.017. F test results show sig. 0.000 which means that together the product, price, location, promotion, people, process, physical evidence variables have a simultaneous effect on customer satisfaction. The result of the adjusted R square value is 50.2% by stating the influence of the marketing mix variables (product, price, location, promotion, people, process, and physical evidence). While the rest is influenced by other variables not mentioned in this study. Keywords: Marketing mix, Consumer Satisfactio