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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.
Program International Business Management
Universitas Kristen Petra
2019
English
S1
Undergraduate Thesis No. 34010366/MAN/2019; Randy Alexander (34414037)
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