PENGARUH MARKETING MIX TERHADAP KEPUASAN PELANGGAN PADA UMKM FAMILY HANDICRAFT TASIKMALAYA

Husna Abadiah, - (2023) PENGARUH MARKETING MIX TERHADAP KEPUASAN PELANGGAN PADA UMKM FAMILY HANDICRAFT TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini berfokus pada kepuasan pelanggan pada UMKM Family Handicraft Tasikmalaya, faktor utama dalam strategi pemasaran untuk mencapai keunggulan di pasar adalah kepuasan konsumen, terutama melalui pengembangan produk UMKM yang inovatif. Penelitian ini bertujuan untuk mengetahui gambaran marketing mix dan kepuasan konsumen serta mengetahui bagaimana pengaruh marketing mix terhadap kepuasan pelanggan di UMKM Family Handicraft. Penelitian ini menggunakan dua variabel untuk melakukan uji pengaruh, yaitu variabel bebas pada penelitian ini adalah marketing mix dan variabel terikat adalah kepuasan konsumen. Data primer didapatkan melalui penyebaran kuesioner kepada responden melalui google form. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif marketing mix terhadap kepuasan pelanggan pada UMKM Family Handicraft Tasikmalaya sebesar 65%. This research focused on customer satisfaction in MSMEs Family Handicraft. The main factor in marketing strategies to achieve excellence in the market was consumer satisfaction, especially through the development of innovative MSME products. The study aimed to find out the picture of the marketing mix and consumer satisfaction, as well as to determine how the marketing mix influenced customer satisfaction in MSME Family Handicraft. This study used two variables to conduct an influence test, with the independent variable being marketing mix and the dependent variable being consumer satisfaction. Primary data was obtained through the distribution of questionnaires to respondents via Google Forms. The research results indicated that there was a positive influence of the marketing mix on customer satisfaction in Family Handicraft's MSMEs by 65%.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=mA8lCfoAAAAJ ID SINTA Dosen Pembimbing: Arief Budiman: 5992927 Ismail Yusuf: 6146933
Uncontrolled Keywords:	Kepuasan Pelanggan, Marketing Mix, UMKM. Customer Satisfaction, Marketing Mix, MSMEs.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Husna Abadiah
Date Deposited:	14 Dec 2023 01:56
Last Modified:	14 Dec 2023 01:56
URI:	http://repository.upi.edu/id/eprint/113680

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