Analisis Harapan dan Kinerja Bauran Pemasaran terhadap Kepuasan Konsumen pada Toko Viera Oleh-Oleh di Kota Pekanbaru

Abstract

This research aims to determine consumer characteristics, analyze the level of importance and performance of the marketing mix, analyze the level of consumer satisfaction, and analyze marketing mix attributes to increase consumer satisfaction at Viera Souvenirs Pekanbaru. Sampling using Non Probably Sampling with method Purposive Sampling. Data were analyzed using descriptive analysis, Importance Performance Analysis, and Customer Satisfaction Index. The results of the research show that the highest to lowest level of importance of the marketing mix variables, respectively, are the physical evidence, price, people, product, process, promotion and location variables, while at the performance level the variables are location, process, product, people, physical evidence, promotion, and price. Based on the results of the cartesian diagram analysis, the attributes that are priority improvements are competitive prices, price affordability, and spatial design because according to consumers these attributes are important but their performance is low. Overall, consumers are satisfied with the performance of the marketing mix attributes at Viera Souvenirs Pekanbaru.