THE ANALYSIS OF MARKETING MIX (4Ps) TOWARD CUSTOMER SATISFACTION (A CASE STUDY AT CARREFOUR JB PLAZA CIKARANG)

Abstract

This research is about Analysis of Marketing Mix (4Ps) towards Customer Satisfaction at Carrefour JB Plaza Cikarang. The research is stimulated by the declining in the number of customers at Carrefour JB Plaza which is then followed by declining in amount of sales. The problem is caused by the intense competition among retailers that occurred in the market. By many of retail stores start operating in the market, that will give advantages to the customers because they have many alternative choices to choose where they should shopping. Customers will choose a store whose offers product and services appropriate to benefit the customer is seeking. Therefore, for overcoming the problems are required a performance of an effective marketing mix strategy in order able to create products and services that suit to customers needs and want so that cutomers will feel satisfied and reluctant to switch to another retail store. The purpose of the research is to analyse the level of importance and level of performance of the marketing mix indicators (4Ps) – product, price, place and promotion, so that it will be known which indicators have a high priority for improvement and which indicators should be maintained its performance. In addition, the purpose also is to analyse the level of customer satisfaction from performance of marketing mix (4Ps) implementation at Carrefour JB Plaza. This research is conducted at Carrefour JB Plaza on December 2012 to January 2013. The primary data is obtained from distributing questionnaire to the respondents (customer of Carrefour JB Plaza). The socondary data is obtained from company documents, literature study, internet, journal, e-book, and so on. Sampling gathered by using non-probability sampling approach, specifically used convenience sampling method. In this research the researcher used Importance-Performance Analysis (IPA) and Customer Satisfaction Index (CSI) as a method to analyze the data. Based on the findings, The indicators of the marketing mix (4Ps) that must be considered and become the main priorities of Carrefour JB Plaza for improved its performance are indicators contained in quadrant I of Cartesian Diagram which includes variety of products, variety of product’s size, variety of brand name, quality of agribusiness product, price at product label meet to the checkout price, discount, free parking facility. While the indicators of the marketing mix four (Ps) that must be considered and maintained its performance by Carrefour JB Plaza are indicators contained in quadrant II of Cartesian Diagram, which includes quality of non-agribusiness, competitive pricing, conformity of product price to product quality, strategic location, accessibility to store, comfortability when shopping. Based on Customers Satisfaction Index (CSI) it is known that score of Customer Satisfaction Index by 0.73 or 73 percent which means that customers Carrefour JB plaza is generally satisfied with the performance of the marketing mix strategy implemented in Carrefour JB Plaza.