Analisis Pengaruh Bauran Pemasaran (Lokasi, Promosi, Produk, dan Harga) Terhadap Kepuasan Konsumen Saat Pandemi Covid-19 (Studi Kasus Dimsum Gaul 354 Jakarta Selatan)

Abstract

The purpose of this study was to determine, analyze, and provide empirical evidence both partially and simultaneously regarding the Effect of Marketing Mix (Location, Promotion, Product, and Price) on Consumer Satisfaction During the Covid-19 Pandemic (Case Study of Dimsum Gaul 354 South Jakarta). This study uses a quantitative approach with the types and sources of data obtained from primary and secondary data. The sample in this study used as many as 83 respondents with a sampling technique that is non-probability sampling method. The research data that has been obtained is then processed using the IBM SPSS statistics version 23 application which includes descriptive statistical tests, instrument tests, classical assumption tests, and hypothesis tests carried out by multiple regression analysis. Simultaneous test results show that location, promotion, product, and price variables together have a positive and significant effect on consumer satisfaction during the covid-19 pandemic. However, partially the location, promotion, and product variables have no positive and significant effect, while the price variable has a positive and significant effect on consumer satisfaction during the covid-19 pandemic. Then the R2 value shows that the location, promotion, product, and price variables can explain the consumer satisfaction variable during the covid-19 pandemic by 43.9%.