The Influence of Marketing Mix and Customer Purchasing Decision Process on Customer Satisfaction

DOI

10.2991/atf-16.2016.82How to use a DOI?

Keywords

Marketing Mix, Customer Purchase Decision Process, Customer Satisfaction

Abstract

There are many ways to promote the restaurant, one of those ways is Marketing Mix. Customer make a decision first when they finally buy something in the restaurant and ends with satisfy or dissatisfy feeling. The objective of this study were to examine the degree of marketing mix, customer purchasing process and customer satisfaction and to investigate the influence the marketing mix and customer purchasing decision process to customer satisfaction of Neo Milk Bar Jakarta. In this research, use quantitative descriptive because the data obtained by the researcher based on quantitative. Non-Probability sampling was used in this research which was unknown population. Based on the formula non probability sample, at least 96 respondents in the Neo milk bar was used convenient sampling method. Odds R Square, Multiple Regression, Anova test and t-test were performed to determine relationship among variables. The influence of marketing mix and customer purchasing decision process on customer satisfaction were able to explain 65,5 percent and the other 34,5 percent were influenced by other factors which are not being observed in this research. Anova and T test results confirmed signified that hypothesis two was fully supported espoused that the effect of marketing mix and Customer Purchasing Decision Process on Customer Satisfaction was significant. The results revealed that the effect of Marketing mix and customer satisfaction was strong influence. The comparison results that T-statistic is greater than T-critical value, = 6,316 > 1,9858, significance 0.00 less than 0.05 therefore H0 is rejected. The effect of Customer Purchasing Decision Process was influence on customer satisfaction with the statistical test of the coefficient (t = -24,255 > 1,9858, p = 0.00 < 0.05) therefore H0 is rejected.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Agus Riyadi
AU  - Sarah Rangkuti
PY  - 2016/05
DA  - 2016/05
TI  - The Influence of Marketing Mix and Customer Purchasing Decision Process on Customer Satisfaction
BT  - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
PB  - Atlantis Press
SP  - 528
EP  - 534
SN  - 2352-5428
UR  - https://doi.org/10.2991/atf-16.2016.82
DO  - 10.2991/atf-16.2016.82
ID  - Riyadi2016/05
ER  -