Pengaruh Strategi Pemasaran Terhadap Kepuasan Konsumen Amanda Brownies Di Palimanan Cirebon

Fadilah Feliani Berlian Cahya, Sita Deliyana Firmialy

Abstract

Abstract
The rise of business in the culinary field has resulted in increasingly fierce competition for similar products that have emerged, thus causing the bargaining power of customers to be even greater. The research was conducted with the aim of assessing and analyzing the effect of product quality, price, location, promotion, and distribution on consumer satisfaction of Amanda Brownies in Palimanan. The type of research used is descriptive and causal with a quantitative approach. Sampling using purposive sampling as many as 100 respondents. Data analysis was carried out by classical assumption test, multiple linear regression test, and hypothesis testing. The results showed that product quality, price, location, promotion, and distribution simultaneously affected Amanda Brownies consumer satisfaction in Palimanan as evidenced by the calculated F value of 24.344 with a significant F of 0.000, and partially positive and significant effect on consumer satisfaction. as evidenced by the t-count value of 2.820 and a significance level of 0.006, and the coefficient of determination shows that 56.4% of consumer satisfaction is influenced by product, price, location, promotion and distribution. While the remaining 43.6% is influenced by other variables not examined in this study such as service quality, customer trust and consumer loyalty.
Keywords: marketing strategy, customer satisfaction.

Abstrak
Maraknya bisnis di bidang kuliner mengakibatkan semakin ketatnya persaingan produk sejenis yang bermunculan, sehingga menyebabkan kekuatan tawar-menawar pelanggan semakin besar. Penelitian dilakukan dengan tujuan untuk mengkaji dan menganalisis pengaruh kualitas produk, harga, lokasi, promosi, dan distribusi terhadap kepuasan konsumen Amanda Brownies di Palimanan. Jenis penelitian yang digunakan yaitu deskriptif dan kausal dengan pendekatan kuantitatif. Pengambilan sampel menggunakan purposive sampling sebanyak 100 orang responden. Analisis data dilakukan dengan uji asumsi klasik, uji regresi linier berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa kualitas produk, harga, lokasi, promosi, dan distribusi secara simultan berpengaruh terhadap kepuasan konsumen Amanda Brownies di Palimanan yang dibuktikan dengan nilai F hitung yaitu sebesar 24,344 dengan signifikan F sebesar 0,000, dan secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen yang dibuktikan dengan nilai t hitung sebesar 2.820 dan tingkat signifikansi 0,006, serta nilai koefisien determinasi menunjukkan bahwa 56,4% kepuasan konsumen dipengaruhi oleh produk, harga, lokasi, promosi dan distribusi. Sedangkan sisanya 43,6% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini seperti kualitas pelayanan, kepercayaan pelanggan dan loyalitas konsumen.
Kata Kunci: strategi pemasaran, kepuasan konsumen.

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