Consumer Satisfaction Of Hotel Megamendung Permai Bogor Residence Based On Marketing Mix
Abstract
The purpose of this study was to determine the effect of marketing mix on consumer satisfaction at Megamendung Permai Hotel Bogor. Operationalization of variables with marketing mix variables consisting of product, price, place/location, promotion, people, physical evidence, process, and customer satisfaction variables. Research method This study used a questionnaire distributed to 103 respondents who were consumers of Megamendung Permai Hotel Bogor. Validity test, reliability test, classical assumption test, multiple linear regression, simultaneous multiple regression test, and partial regression test. The results of the study showed that consumer satisfaction at Megamendung Permai Hotel Bogor was influenced by marketing mix variables: place/location, promotion, and process. However, the score of the product, price, people, and physical evidence variables was high but did not significantly affect consumer satisfaction at Megamendung Permai Hotel Bogor.
Keywords : Marketing Mix, Consumer Satisfaction, Megamendung Permai Hotel
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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