Analisis Strategi Pemasaran Terhadap Kepuasan Konsumen dalam Perspektif Ekonomi Syariah

Abstract

This study aims to examine and analyze the effect of marketing strategy on consumer satisfaction in the perspective of Islamic economics at the Kartasura Almira Hijab Shop. In this study using a quantitative descriptive approach. The technique collected is in the form of primary data through questionnaires distributed to respondents called questionnaires. The data collection technique using the Purposive Sampling collection technique is a sampling technique with certain considerations such as consumer data as of January 2019 to December 2021, who have purchased products at the Almira Hijab Store, so this research was carried out distributing questionnaires and carried out by 96 consumers from 2960 consumers. at the Almira Hijab Shop. From this study, location has a significant effect on consumer satisfaction with the value of the regression equation of 0.164 with a t-count value of 2.092 greater than the t-table value of 1.661 and having a significant value of 0.039 less than 0.05 then Ho is accepted. Price variable has a significant effect on consumer satisfaction with a regression value of –(0.876) and a tcount value of 1.564 which is greater than ttable 1.661 and has a significant value of 0.05 greater than 0.05, so Ho is accepted. Promotion variable has no significant effect on consumer satisfaction with the value of the regression equation of 0.154 and the tcount value of 1.564 is smaller than ttable 1.661 and has a significant value of 0.121 less than 0.05, so Ho is rejected. Product variable has a significant effect on consumer satisfaction with a regression equation value of 0.625 and a t-count value of 6.819 which is greater than t-table of 1.661 and has a significant value of 0.00 greater than 0.05, so Ho is accepted. This means that the variables of location, price, promotion, product together have an effect on consumer satisfaction.