Research Paper
Year: 2020 | Month: January | Volume: 7 | Issue: 1 | Pages: 237-243
The Effect of Marketing Mix on Customer Satisfaction in Belawan Branch of PT Pelabuhan Indonesia 1 (Persero) Medan
Ikram Anggita Nasution1, Amrin Fauzi2, Rulianda Purnomo Wibowo2
1Postgraduate Students at Universitas Sumatera Utara, Indonesia
2Postgraduate Lecturer at Universitas Sumatera Utara, Indonesia
Corresponding Author: Ikram Anggita Nasution
ABSTRACT
It is important to maintain an ongoing good relationship with service users so that there will be satisfaction by service users who have established good relations with PT Pelindo Medan 1, especially the port of Belawan. The research objective is to determine the effect of marketing mix includes (product, price, promotion, distribution, people, process, and physical evidence) partially on customer satisfaction of product at the port of Belawan, knowing the effect of marketing mix includes (product, price, promotion, distribution, people, process, and physical evidence) simultaneously on product customer satisfaction at the Belawan port, knowing the most dominant factor influencing from the marketing mix of product, price, promotion, distribution, people, process, and physical evidence on the customer satisfaction of products at the Belawan port. The study uses quantitative research methods with a sample of 94 respondents. The results of the study showed. Simultaneously the marketing mix (product, price, place, promotion, people, process and physical evidence) has a positive and significant effect on customer satisfaction at the Belawan port and partially the promotion, price, person and process variables affect customer satisfaction at Belawan Port. However, product, place and physical evidence do not affect consumer satisfaction at Belawan Harbor.
Keywords: Marketing Mix, Customer Satisfaction, Product, Price
[PDF Full Text]