ANALISIS DAMPAK BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN DI GALERI MADU BENER MERIAH
Keywords:
Bauran pemasaran, Kepuasan konsumen, Kualitas produk, Promosi, Strategi pemasaranAbstract
Kepuasan konsumen merupakan faktor kunci dalam keberhasilan bisnis, terutama dalam industri produk alami seperti madu. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran (produk, harga, lokasi, dan promosi) terhadap kepuasan konsumen di Galeri Madu Bener Meriah. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei menggunakan kuesioner yang disebarkan kepada konsumen Galeri Madu. Data dianalisis menggunakan regresi linear berganda untuk menguji hubungan antara variabel independen dan kepuasan konsumen. Hasil penelitian menunjukkan bahwa kualitas produk dan strategi promosi memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen, sedangkan harga dan lokasi tidak berpengaruh secara signifikan. Implikasi penelitian ini menegaskan bahwa peningkatan kualitas produk dan strategi promosi yang efektif menjadi faktor utama dalam meningkatkan kepuasan pelanggan, yang pada akhirnya dapat memperkuat loyalitas pelanggan dan keberlanjutan bisnis
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