CD Skripsi

Analisis Pengaruh Marketing Mix Terhadap Kepuasan Konsumen Pada A&W Restaurant Di Mall Ciputra Seraya Pekanbaru

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This study measured the effect of marketing mix on consumer satisfaction on A & W Restaurant in Mall Ciputra Seraya Pekanbaru. The research was conducted at the Mall Ciputra Seraya, 3rd floor in the area foodworld, and Ciputra Mall Seraya is located at Jalan Riau, Pekanbaru. In this study consists of a dependent variable is customer satisfaction (Y) and the independent variables were mempunai five indicators, including the product (X1), price (X2), promotion (X3), place (X4), and people (X5) . Population of this research is that consumers A & W Restaurant with a sample of 100 respondents. This study uses techniques of accidental sampling and analysis of research data using quantitative methods with SPSS (Statistic Services For Product and Solution).
From the research results obtained by multiple linear regression equation simultaneously declare all the variables affecting consumer satisfaction, and with partial test proved variable product and people who have a significant effect on customer satisfaction while other variables but not significant effect. Adusjted. R square of the model of this study prove that the five independent variables to explain the dependent variable of customer satisfaction for five taken into a six point four percent and the rest is explained by other variables that are not addressed in this study.


Keywords: Marketing Mix (Product, Price, Promotion, Place, People), Customer Satisfaction.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02.113 (0088)

Penerbit

Pekanbaru : Universitas Riau - FEKON - Manajemen., 2013

Deskripsi Fisik

xi, 85 hlm.;ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02.113 (0088)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Dewa

Versi lain/terkait

Lampiran Berkas

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