CD Skripsi

Analisis Kepuasan Konsumen Dinilai Dari Harapan Dan Kinerja Bauran Pemasaran Farmers Market Living World Pekanbaru

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ABSTRACT
The development of the retail industry in Indonesia is growing rapidly, in line with the increasing demand for daily necessities. The high demand has caused the retail industry to grow, especially modern retail such as supermarkets. The number of supermarkets that are established causes intense competition, so companies must be able to install the right marketing strategies in the future, these marketing strategies can be developed by companies by looking at customer satisfaction. Consumer satisfaction can be known by comparing consumer expectations and consumer assessments of the performance of the marketing mix attributes consisting of product, price, promotion and location. After knowing customer satisfaction, the company can develop a marketing strategy by looking at which attributes of the marketing mix need further action. The purpose of this study was to determine the characteristics of consumers and analyze consumer satisfaction at Farmers Market Pekanbaru on the attributes of the marketing mix. This study uses a survey method. Data obtained from samples taken by purposive sampling technique that is as many as 100 respondents. The results showed that the level of consumer satisfaction reached 87.02% with the most dominant attribute is location. Farmers Market Pekanbaru still has to make improvements in several attributes, namely final packaging, price, promo procurement and parking access. This condition shows that consumers are very satisfied with the performance and services provided by Farmers Market Living World Pekanbaru with a note that supermarkets still have to improve their performance because there are still 12.98% that are considered by consumers not to meet expectations.
Keywords: consumer satisfaction, expectations, performance, marketing mix, supermarket

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806113456

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnsis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806113456

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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