ANALYSIS OF MARKETING MIX ON CUSTOMER SATISFACTION IN TRADITIONAL MARKET

Abstract

The purpose of this study is to know and analyze how the influence of marketing mix consisting of: product, price, location, and promotion to consumer satisfaction, either simultaneously or persial. Research location in traditional market of Malang city, using quantitative method of sample 30 people. Data analysis techniques used multiple linear regression. Data analysis in the form of validity and reliability test, classical assumption test, coefficient of determination. Based on the results of feasibility test independent variables have a significant influence on customer satisfaction simultaneously, t test results are persial indicate that product, price, place and promotion, have a significant positive effect on customer satisfaction. The product mix has a positive and significant effect on purchasing decisions. Price mix has a positive and significant effect on purchasing decision. Location mix has a positive and significant impact on purchasing decisions. The promotion mix has a positive and significant impact on purchasing decisions. promotion variable is a variable that has dominant influence, therefore the traditional market in Malang city is the time to increase its promotion through visual media, giving discount or by way of face to face.

Keywords: product, price, promotion, location, satisfaction