CD Skripsi

Analisis Pengaruh Bauran Pemasaran Terhadap Kepuasan Pelanggan Di Pasar Buah Nangka (Jl. Tuanku Tambusai No.27) Kota Pekanbaru

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ABSTRACT
The current development of the retail industry is accelerating. The presence of the Nangka Fruit Market in the city center and in the midst of other retail businesses makes competition in the trade industry, especially those who sell daily necessities, of course, will also get tighter, the companies will compete for consumers. The emerging competitors make companies have to pay attention to the right marketing strategy, so that their competition does not decrease. The market for jangka fruit strives to provide products in accordance with customer needs and wishes for customer satisfaction to be maintained. The purpose of this study is 1) Analysing the influence of marketing odour (product, price, place, promotion, quality of service) on customer satisfaction in Fruit Market. 2) Analysing which marketing bauran variable has the most dominant effect on customer satisfaction in the Nangka Fruit Market. This study was conducted in the modern retail market, namely Pangkalan Nangka Market, which is located in (Jl. 2003) the capital city of Bangka. My Lord Tambusai No. 27) Pekanbaru City, Riau Province. The sampling method uses a nonprobability sampling method, namely convolutional sampling, a sampling technique in which samples are taken based on the willingness of Pekanbaru City Fruit Market consumers to become respondents by meeting the criteria are 17 years old and at least have shopped more than twice. The data analysis used in this study used t-test and f-test, and multiple regression analysis. The results of this study were simultaneous products, prices, places, promotions and quality of service significantly affected customer satisfaction, partially only promotions that had no significant effect. Meanwhile, the place variable becomes the variable that has the most dominant effect on customer satisfaction.
Keyword : Retail business, Marketing mix, Customer satisfaction.
ABSTRAK

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806124681

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806124681

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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