THE IMPACT OF MARKETING MIX TOWARDS CUSTOMER SATISFACTION IN SHOWROOM HONDA CIBUBUR

Abstract

The competition between automobile brands is increasingly stringent. The audiences in automobile industry such as Toyota, Honda, Daihatsu, and many other brands are competing in selling. In the sales period from January to June 2013, most sales position both at retail and wholesale category achieved by the Toyota brand sales of sales number 205,306 units in the retail category and 215,004 units in wholesale category while Honda only get 45,216 units in the category of retail and 49,342 units in wholesale category. Several activities carried out by the Marketing are to understand the market and improve company value. This study aimed to determine effect of marketing mix towards customer satisfaction in showroom honda automobile. Kotler and Armstrong (2012) state the marketing activity as a formula of marketing mix which defined as 4P’s namely the product, price, place, promotion. Customer satisfaction is the collective outcome of the customer’s perception, evaluation, and psychological reaction to the consumption experience with a product or service (Mohammed & Liu, 2002). Researchers took samples which Honda Cibubur customers. Researchers came to cibubur Honda showroom and asked the respondents which customers who are visiting the showroom of Honda Cibubur to fill out a questionnaire that was provided by the author. This research is a descriptive research using multiple regressions for quantitative analysis. Pearson method used for validity test and cornbach’s alpha used for reliability test. F test and T test also used for the hypothesis testing.The Result of t test in this research shows that 3 of 4 elements of marketing mix have significant influence to Customer Satisfaction. Those factors are product, price, and place. This research recommends Honda cibubur to pay more attention to those 3 factors in order to increase the customer satisfaction.