Analisis Marketing Mix Yang Memengaruhi Kepuasan Belanja Di Minimarket Tania Pada Mahasiswa Fkip Universitas Sebelas Maret Surakarta
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to determine the effect of marketing mix on shopping satisfaction at Tania minimarket, to determine the highest effect of marketing mix on shopping satisfaction at Tania minimarket, to determine the effect of marketing mix that has the lowest effect on shopping satisfaction at Tania Minimarket. The research method used is a quantitative research method using Chi-Square and Importance Performance Analysis data analysis techniques. The population and sample used to test this analysis are infinitive and purposive sampling populations. The results of this study indicate that there are 3 variables that have the lowest effect on the level of shopping satisfaction, namely product, promotion and place variables. These variables must be improved in order to increase shopping satisfaction at Tania Minimarket. Keywords: Shopping satisfaction, marketing mix, minimarket
Source: EKBIS (Ekonomi & Bisnis)
Authors: Sri Setiawati, Feri Setyowibowo
Institution: Sebelas Maret University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405940318