PENGARUH KONSEP BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN DAN KEPUTUSAN MEMBELI PRODUK BATIK DI MAGERIA BATIK MALIOBORO

Darnawi Darnawi

Abstract


The research aims to know how far the influence of marketing mix, consist of product, price, located and promotion toward customer satisfaction and the impact to purchase decision of batik product at Margaria Batik in Malioboro Yogyakarta. The data was collected by spreading questioner to 150 respondent, chosen by purposive sampling and analyzed by path analysis method. The hypothesis was submitted are marketing mix have an influence effect to purchase decision by direct or indirect pass through the customer satisfaction.

The analysis result of the first sub-structure regression was known that product and price dimension have an significance influences toward customer satisfaction. Whereas, the located and promotion dimension didn’t have significance influence toward customer satisfaction. The analysis result of the second sub-structure was known that product and price have direct influences dominantly than indirect influences pass through the customer satisfaction.

Key words: Marketing mix, customer satisfaction and purchase decision.

References


Assael, Henry. 1995. Consumer Behavior and Marketing Action. South-Western College.

Fandy Tjiptono,1998. Strategi Pemasaran. Andy Offset.

Kotler,Phillip.1997, Marketing Mana- gement: Analysis, Plan- ning Implementation, and Control,9thed, Englewood Cliffs,N.J.:Prentice Hall International,Inc.

Basu Swastha, 2002. Azas-azas Marketing. Yogyakarta: Liberty.




DOI: https://doi.org/10.36276/mws.v12i1.64

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.