PENGARUH BAURAN RITEL TERHADAP KEPUASAN PELANGGAN PADA MATAHARI LEMBUSWANA SAMARINDA

Abstract

The objectives of this research: 1). To find out and analyze effect of product on customer satisfaction at Matahari Lembuswana. 2). To find out and analyze effect of price on customer satisfaction at Matahari Lembuswana. 3). To find out and analyze effect of promotion on customer satisfaction at Matahari Lembuswana. 4). To find out and analyze  effect of service on customer satisfaction at Matahari Lembuswana. 5). To find out and analyze effect of physical facilities on customer satisfaction at Matahari Lembuswana. 6). To find out and analyze effect of product, price, promotion, service and physical facilities together on customer satisfaction at Matahri Lembuswana.

          This research was conducted in Samarinda. Samples taken 96 respondents with the Non Probability Sampling, Collecting data by distributing questionnaires with a Likert scale. The analysis tool this study uses multiple linear regression analysis using SPSS program tools.

The results showed 1). Product has a positive and significant effect on customer satisfaction, 2). The price has a positive but not significant effect on customer satisfaction, 3). The promotion has a positive but not significant effect on customer satisfaction, 4). The service has a positive but not significant effect on customer satisfaction. 5). Physical facilities has a positive and significant effect on customer satisfaction 6). Product, price, promotion, service and physical facilities together have a positive and significant effect on customer satisfaction.