Perception of Marketing Mix on Consumer Satisfaction and The Relations with Intention to Revisit in Mangsi Coffee

Abstract

Perception of Marketing Mix on Consumer Satisfaction and The Relations with
Intention to Revisit in Mangsi Coffee
Mangsi Coffee is one coffee shop in Denpasar area, as one of the tourism facilities in
Bali. Rapid market competition resulted in Mangsi needing to pay attention to customer
satisfaction. Consumer satisfaction is measured through consumer perceptions by
assessing the marketing strategies that have been applied. The purpose of this study is to
identify indicators forming marketing mix variables that affect customer satisfaction and
its relationship with intention to revisit in Mangsi Coffee. This research was conducted
at Mangsi Coffee Sanur and Merdeka with 100 respondents. The analysis used is
Structural Equation Model (SEM). The results showed that the product variable was
formed by 5 brand indicators, taste, presentation, aroma, and product variation. Price
variables are formed by 3 indicators, namely affordability, price suitability, and price
competitiveness. Promotion variables are formed by 4 indicators of service, media,
quality, and quantity of promotion. Place variables are formed by 4 indicators of
comfort, decoration, cleanliness and service. The results of the direct influence of
exogenous variables on endogenous variables with a significant level is 5% (0.05)
indicate that all direct relationships have a significant and positive effect. The influence
of the most significant marketing mix variables on customer satisfaction is the
promotion variable is 21.7% (0.217) with p-Value is 0.065. The effect of variable
customer satisfaction on intention to revisit is 77.3% (0.773) with a p-Value is 0.000.
The results showed that consumer satisfaction at Mangsi Coffee was good but an
evaluation of marketing strategy was needed if a marketing strategy was changed.