PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN RUMAH MAKAN RAWON NGULING PROBOLINGGO

Abstract

The purpose of this study to determine the effect of the marketing mix on consumer satisfaction diner Rawon Nguling Probolinggo simultaneously and partially. This research was explanatory research study population was food consumers Rawon Ngulimg Nguling in Probolinggo district. The number of samples in this study was 105 respondents. Data analysis methods used are validity, reliability test and logistic regression. Marketing mix consists of product, price, promotion, place, people, process and physical evidence of the simultaneous effect of customer satisfaction in the Rawon Nguling restaurant. Product’s variable had significant effect on customer’s statisfaction. Prices significantly affect the satisfaction of eating the promotion konsumen. Process in Rawon Nguling no significant effect on customer satisfaction. Personal havenot significant effect on the satisfaction. Process havenot significant effect on the satisfaction. Physical evidence havenot significant effect on satisfaction. Besed on result in this study were only the product and pricing variables that significantly influence consumer satisfaction.