PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN BUSANA MUSLIM (STUDI KASUS TOKO BUSANA MUSLIM TAMAN BUNGA DI YOGYAKARTA)

DIAN NOVIDA USWATUN HASANAH, NIM. 09390090 (2016) PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN BUSANA MUSLIM (STUDI KASUS TOKO BUSANA MUSLIM TAMAN BUNGA DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to determine the effect of the marketing mix variables on customer satisfaction Clothing Stores "Taman Bunga" Yogyakarta . This research uses descriptive quantitative approach , while data obtained from the primary data . Object of this research is that consumers buy products Clothing Stores "Taman Bunga". Primary data were collected through questionnaires and interviews to consumers . The analytical tool used is multiple regression analysis using the software SPSS 17.0 for Windows. The results showed that the variables of product , price, location , and the simultaneous promotion significant positive effect on customer satisfaction in Muslim clothing shop in the Muslim fashion store "Taman Bunga" Yogyakarta. Partially product variables significantly influence consumer satisfaction shop . While variable price, location , and the sale had no significant effect on customer satisfaction . The results of these tests produce the coefficient of determination (Adjusted R Square ) of 0,447 . Means the satisfaction variables consumers to shop at the "Taman Bunga" can be affected by the four independent variables are product, price, location, and promotions. The rest was influenced by other variables.

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