Main Article Content
This research was written by Haryanto, NIM 640150075 with the title "Analysis of Marketing Strategies Through a 7P Mix Marketing Approach to Customer Satisfaction in Inul Vizta Pangkalpinang". The purpose of this study is to find out the marketing strategy through the 7P marketing mix which consists of products, prices, places, promotions, people, physical evidence and processes that can affect customer satisfaction at Karoke Inul Vizta Pangkalpinang.
The analytical method used is descriptive analysis method and questionnaire that uses multiple linear regression analysis, simultaneous significant testing and significant partial testing. Work on data analysis methods using the help of MS.Office Excel 2007 and the JAPS 0.9.2.0 Universiteit-van-amsterdam application. The data used are secondary data and this study uses 75 respondents as research samples drawn based on Slovin formula
The results show that simultaneous products, prices, places, promotions, people, physical evidence, and processes have a positive effect on customer satisfaction with a calculated value of 67.22> of tables of 2.15, while partially the product variable, price, location, people, and the process does not affect customer satisfaction where for product variables the results of tcount (0.055) <t table (1.66159), for price variables, tcount (0.179) <t table (1.66159), for the tcount variable (0.921)> t table (1,1,66980), for tcount variable (1,359) <t table (1,66159) and process variable t count (0,775)> t table (1,1,66980), while the promotion variable and physical evidence have a significant effect on the results thitung (3,439)> t table (1,66159), and t count (5,887) <t table (1,66159)
The conclusion that can be drawn from this study is that Karoke Inul Vizta Pangkalpinang must continue to pay attention and improve the 7P marketing mix factors in carrying out its marketing strategy because it is proven to increase customer satisfaction
For other researchers who want to know more about the factors that affect customer satisfaction can add or expand independent variables in subsequent research.