Masih Relevankah Strategi Marketing Mix Meningkatkan Kepuasan Pelanggan?
Abstract
Penelitian ini bertujuan menganalisis pengaruh marketing mix strategy terhadap kepuasan pelanggan Pasar Swalayan Jumbo di Manado. Sampel diambil secara acak sebanyak 100 pelanggan dengan metode pengumpulan data berupa kuesioner dan studi dokumen. Selanjutnya, data dianalisis menggunakan path analysis. Hasil penelitian menunjukkkan bahwa keseluruhan unsur-unsur marketing mix yaitu produk, harga, tempat/lokasi dan promosi secara simultan maupun secara parsial berpengaruh signifikan terhadap kepuasan pelanggan pasar swalayan Jumbo di Manado. Implikasi manajerialnya adalah bauran pemasaran yang dilakukan oleh pasar swalayan Jumbo penting untuk ditingkatkan dan dimantapkan perannya untuk mengurangi gap antara harapan dan kinerja pasar swalayan Jumbo. Swalayan Jumbo perlu melakukan perbaikan agar dapat meningkatkan kepuasan pelanggan yang pada akhirnya dapat meningkatkan hasil penjualan. Perbaikan yang dapat dilakukan antara lain dengan melaksanakan Retensi Pelanggan- berupa loyality program, yang terbukti secara signifikan mampu meningkatkan retensi pelanggan dan jumlah pembelian.
Â
This study aims to analyze the influence of marketing mix strategy toward customer satisfaction of Jumbo Supermarket in Manado. Samples were taken randomly from 100 customers. Meanwhile, questionnaire and study of documents are the method that is used to collect the data. Furthermore, the data were analyzed using path analysis. The results indicate that the overall marketing mix’s elements which are consist of product, price, place and promotion, simultaneously and partially has a significant effect toward customer satisfaction of Jumbo Supermarket in Manado. In addition, managerial implications of marketing mix which is made by Jumbo supermarket is important to be improved and to be strengthened in its role to reduce the gap between expectations and performance of the Jumbo Supermarket. The improvements of customer satisfaction is also necessary to increase sales, such as by implementing customer retention form of loyalty program, which is proved to able to improve customer retention and purchase amount.
Keywords
Full Text:
PDFReferences
Nielsen, A. C. 2006. Data Retailer. www.smeru.or.id/newslet/2007/news22.pdf. Diunduh pada tangal 2 Januari 2009.
Badan Pusat Statistik. 2009. Perkembangan Beberapa Indikator Utama Sosial-Ekonomi Indonesia Februari 2009. Katalog dalam Terbitan.
Bloemer, J & Schroder, G. O. 2002. Store Satisfaction and Store Loyalty Explained by Customer-and Store-Related Factors. Journal of Consumer Satisfaction, Dissatisfaction,and Complaining Behavior.Vol. 15, pp: 68-80.
Chen, S & Quester, P. G. 2006. Modeling Store Loyalty: Perceived Value In Market Orientation Practice. Journal of Services Marketing. Vol. 20, No. 3, pp: 188-198.
Homburg, C., Hoyer, W. D & Koschate, N. 2005. Customers’ Reactions to Price Increases: Do Customer Satisfaction and Perceived Motive Fairness Matter? Journal of the Academy of Marketing Science. Vol. 33, No. 1, pp: 36-49.
Kotler, P & Keller, K. L. 2009. Marketing Management. 13th edition, Upper Saddle River, NJ: Prentice-Hall.
Semuel, H. 2006. Ekspektasi Pelanggan dan Aplikasi Bauran Pemasaran Terhadap Loyalitas Toko Moderen Dengan Kepuasan Pelanggan sebagai Intervening (Studi Kasus Pada Hypermarket Carrefour Di Surabaya). Jurnal Manajemen Pemasaran. Vol. 1, No. 2, pp: 53-64.
Verhoef, P. C. 2003. Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. Journal of Marketing. Vol. 67, pp: 30-45.
Yoo, B., Donthu, N & Lee, S. 2000. An Examination of Selected Marketing mix Elements and Brand Equity. Journal of the Academy of Marketing Science. Vol. 28, pp: 195-211.
View Counter: Abstract - 2536 and PDF - 2339
Refbacks
- There are currently no refbacks.
