Milenisa Puspa Nabila, 7101418205 (2023) PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN PADA PT RIMATEX PUTRA NUSANTARA. Under Graduates thesis, UNIVERSITAS NEGERI SEMARANG.

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Abstract

A country would be great if has a good economics. To get a good economics, must pay attention to business in the country. Marketing is an event which is conducted by company to getting attention from consumer, building a strong relationship and make a from consumer on buying product in the future. Consumer satisfaction is a feelings expressed by consumer after buying a product. Consumer satisfaction is Consumer satisfaction is influenced by several factors, some of which are the marketing mix. Marketing mix is a tool used as an analysis of marketing strategies for companies. The marketing mix consists of product, price, place and promotion. The purpose of this research is to analyze the influence of marketing mix variables on consumer satisfaction, both directly and indirectly. This type of research is a quantitative study with a population of PT Rimatex Putra Nusantara goyor sarong consumers. The number of population in this study is unknown with certainty so it is necessary to formulate the number of samples. Based on the formulation that has been done, the number of samples in this study is 230 people. The sampling technique in this study was using a non-probability sampling technique with a purposive sampling technique. The analytical method used is descriptive statistical analysis using Microsoft Excel and Square Equation Modeling (SEM) using the SmartPLS 3.0 application. Based on path coefficient results, t statistics value for product is 2,615 > 1,65, price is 2,081 > 1,65, place is 2,252 > 1,65 and promotion is 2,334 > 1,65. So the results showed that the marketing mix has a significant effect on consumer satisfaction. The conclusion of this study is that the four hypotheses are accepted. The advice given by the researchers is to provide products with the best materials and fast processing time so that product quality is maintained, reduce the price of goyor sarongs in order to create purchasing power among consumers and actively promote goyor sarongs, be it product introduction, sales discounts and others using the media. both conventional and digital masses so that people can know and find out the typical culture of Pemalang

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