The impact of marketing mix towards customer satisfaction in the case of Sushi Tei Surabaya

The importance of effective marketing to stay competitive and relevant in the modern era, especially the digital revolution. This research is being conducted in order to understand better, the impact of the Marketing Mix on Customer Satisfaction. Marketing Mix will be used as a variable which will be represented by Product, Price, Place, and Promotion towards Customer Satisfaction in Sushi Tei Surabaya. The research utilizes an online questionnaire in order to gather data from various Sushi Tei customers. Then, the data that has been acquired is being tested for their validity & reliability, Classical Assumption Test, and finally through Multiple Linear Regression. The findings of the research suggest that Marketing Mix as a whole do have an impact on Customer Satisfaction. From those 4Ps, Product is the most impactful factor, followed by Price, Place, and Promotion.

Randy Alexander Ricky Wang (Advisor 1); Adelina Proboyo (Examination Committee 1); Ruth Srininta Tarigan, S.Kom., MBA. (Examination Committee 2) Universitas Kristen Petra English Digital Theses Undergraduate Thesis Skripsi/Undergraduate Thesis Undergraduate Thesis No. 34010366/MAN/2019; Randy Alexander (34414037) CONSUMER SATISFACTION

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