The Influence Of Marketing Mix On Visitor Satisfaction In Sawah Pure Tourism, Punden Rejo Village, Tanjung Morawa District, Deli Serdang District

Abstract

Customer satisfaction is very important because it affects the success of a business. Every company operating in the service sector needs to develop an appropriate marketing strategy. One marketing strategy that is useful for differentiating one company from its competitors is to use a marketing mix strategy consisting of product, price, location, promotion, labor/human resources, physical evidence, and processes/services. This research aims to analyze the influence of marketing mix strategies on Sawah Pure Tourism customer satisfaction. This research uses multiple linear regression to analyze the data. The research results show the coefficient of determination (Adjusted R2) of 0.732 or 73.2%. The results of the F test show that the marketing mix (product, price, location, promotion, labor/human resources, physical evidence, and process/services) has a significant effect on customer satisfaction at Sawah Pure Tourism. The results of the partial t test show that product, price, location, promotion, labor/human resources, physical evidence, and process/service have a significant effect on customer satisfaction at Sawah Pure Tourism