KEPUASAN KONSUMEN DIPENGARUHI OLEH STRATEGI BAURAN PEMASARAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA WARUNK UPNORMAL BANDAR LAMPUNG

Abstract

Increasingly competitive and dynamic growth of the culinary industry makes businesses demanded to be able to market their products according to market tastes. The right marketing strategy is a must if you want culinary industry players to survive in a competition that is increasingly narrow. Marketing strategies using the right product, price, place / location, and promotion (marketing mix) variables can influence consumer decisions in making purchases, and have an impact on customer satisfaction as a post-purchase response. In this connection, this study aims to 1) test and analyze the influence of products, prices, locations and promotions in influencing purchase decisions, 2) test and analyze the effects of products, prices, locations and promotions in influencing the level of customer satisfaction, and 3) testing and analyze the influence of purchasing decisions in influencing the level of customer satisfaction. The sample used is consumers who have made purchases at Warunk UpNormal Bandar Lampung. Analysis of research data using SPSS AMOS structural equation modeling software. The output in this research is to be able to have a contribution in the development of management science, especially in the field of marketing. Based on the results of the study it can be concluded that; 1) product, price, location and promotion significantly and positively affect consumer purchasing decisions, 2) product, price, location and promotion significantly and positively affect consumer satisfaction, 3) purchasing decisions significantly and positively affect consumer satisfaction.