The Influence of Marketing Mix and Customer Satisfaction on the Increase of Sales Revenue at Grand Optic Surabaya

Unitassia Shinta Ardhia; Hafidulloh Hafidulloh; Endri Haryati; Ria Amelia Shinta

doi:10.30651/blc.v22i2.25762

Penulis

Unitassia Shinta Ardhia STIE YAPAN
Hafidulloh Hafidulloh STIE YAPAN
Endri Haryati STIE YAPAN
Ria Amelia Shinta STIE YAPAN

DOI:

https://doi.org/10.30651/blc.v22i2.25762

Kata Kunci:

Marketing Mix, Customer Satisfaction, Sales Turnover

Abstrak

This study aims to analyze the influence of Marketing Mix (Product, Price, Place, and Promotion) on Customer Satisfaction and its impact on Grand Optik Sales Turnover. The research method uses a quantitative approach with a purposive sampling technique, involving 120 respondents. Data analysis was conducted using multiple linear regression and the Sobel test to identify the role of Customer Satisfaction as an intervening variable . The results showed that Price and Place have a significant effect on Customer Satisfaction, while Promotion has a negative effect. In addition, Customer Satisfaction is proven to be a significant mediating variable in the relationship between Marketing Mix and Sales Turnover. The implications of this study emphasize the importance of marketing strategies that focus on improving product quality, competitive price adjustments, distribution optimization, and more effective promotions to increase customer satisfaction and sales turnover.

Referensi

Aripin, Z., Aristanto, E., & Pynatih, N. M. N. (2023). Will Doing a Lot of Promotions Help Increase Image and Consumer Appeal? Kisainstitute, 1(1). https://kisainstitute.com/index.php/kisainstitute/article/view/3%0Ahttps://kisainstitute.com/index.php/kisainstitute/article/download/3/3

Choirina, S. I., Abdillah, B. R., & Nugraha, O. C. (2024). Pengaruh Kualitas Bingkai Plastik Untuk Kepuasan Konsumen Optik Internasional Bojonegoro Pada Bulan Desember Tahun 2021. Jurnal Mata Optik, 5(1), 1–15.

Diaz, J., Lorenzo, R., Mag-aso, C., & Akilan, B. S. (2023). Factors Influencing Customer Loyalty Among Optical Clinics in The City of Koronadal, South Cotabato, Philippines. Journal of Applied Management and Business, 4(2), 80–92. https://doi.org/10.37802/jamb.v4i2.434

Futuwwah, A. I., Ramadhan, O., Senoaji, F., & Mochklas, M. (2023). Behind the Viral of BTS Meal on Twitter: The Role of Fans Base Community in Promoting BTSmeal. Proceedings of the 1st UMSurabaya Multidisciplinary International Conference 2021, 1, 45–50. https://doi.org/10.2991/978-2-38476-022-0_6

Gunawan, A. W., Muhaimin, A. W., & Sitawati, R. I. (2024). High Quality Product, Good Services, and Competitive Pricing of Local Coffee Shop to Increase Consumer Satisfaction and Loyalty. Jurnal Teknik Pertanian Lampung, 13(2), 592. https://doi.org/10.23960/jtep-l.v13i2.592-605

Hanjan, R., & Takaya, R. (2024). Analisis Tentang Bagaimana Pengaruh Strategi Lokasi Dan Tata Letak Terhadap Restoran Cepat Saji. Jurnal Review Pendidikan Dan Pengajaran, 7(3), 7899–7906.

Indajang, K., Candra, V., Sianipar, M. Y., Sembiring, L. D., & Simatupang, S. (2023). The Effect of Service Quality and Price on Customer Satisfaction. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(3), 942–950. https://doi.org/10.47065/ekuitas.v4i3.3090

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (13th ed.). Erlangga.

Kotler, K. (2016). Marketing Management 15e Global Edition (15e Global). Pearson Limited, Education.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th Editi). Pearson Education.

Kotler, P., & Armstrong, G. (2023). Princípios of marketing (Global ed.). Pearson.

Lantu, D. C., Rosmiati, M., Herliana, S., Chaerudin, R., & Lawiyah, N. (2022). The Competitiveness of Indonesian Craft as Creative Industries in the Global Market: A SWOT Analysis Approach. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 497–501. https://doi.org/10.2991/aebmr.k.220701.091

Matreza Leo, F. R., & Manafe, L. A. (2021). Implikasi Inovasi Produk terhadap keunggulan Bersaing Produk Kacamata pada Optik Nice. DEMAnd Jurnal Digital Economic, Management and Accounying Knowledge Development, 3(1), 36.

Mochklas, M., Soelistya, D., & Iradawaty, S. N. (2024). The Impact of Compensation and Reward System on the Performance of SME Employees in Surabaya. Selangor Business Review, 9(2), 109–125. https://doi.org/10.34293/management.v10i4.6177

Mujianto, M., Hartoyo, H., Nurmalina, R., & Yusuf, E. Z. (2023). The Unraveling Loyalty Model of Traditional Retail to Suppliers for Business Sustainability in the Digital Transformation Era: Insight from MSMEs in Indonesia. Sustainability, 15(3). https://doi.org/10.3390/su15032827

Noerchoidah, Mochklas, M., Indriyani, R., & Arianto, B. (2022). The Mediating Effect of Knowledge Sharing on Interpersonal Trust and Job Satisfaction of Creative Industry in East Java. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 16(1), 75–86. https://ojs.unud.ac.id/index.php/jmbk/article/view/6997

Noerlina, & Mursitama, T. N. (2023). An Overview of Characteristics and Condition of High-Tech Industry in Indonesia. E3S Web of Conferences, 388, 4–8. https://doi.org/10.1051/e3sconf/202338801038

Nurdina, Yudi Sidharta, R., & Mochklas, M. (2021). Inefficient Markets, Anomalies, and Investor Behavior: A Literature Review. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 354–374. https://jurnal.stie-aas.ac.id/index.php/IJEBAR

Ooko, J. A., Aila, F. O., & Odondo, A. J. (2023). Relationship between Customer Satisfaction and Brand Loyalty. The International Journal of Business & Management, 11(9), 44-. https://doi.org/10.24940/theijbm/2023/v11/i9/bm2309-005

Perdana, F. D., Waruwu, Zebua, E., Mendrofa, Y., & Gea, N. E. (2024). Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Produk Pada Mawar Bakery Di Kota Gunungsitoli. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi, 4(3), 1556–1568.

Pratama, M. P., Ramli, A. H., & Mariam, S. (2024). Customer Engagement, Customer Satisfaction, Customer Commitment And Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 11(3). https://doi.org/10.37641/jimkes.v11i3.2309

Qalbi, S. I., Chan, A., Barkah, C. S., & Tresna, P. W. (2022). Influence and Strategy of Customer Relationship Management on Customer Satisfaction and Customer Loyalty in Micro and Medium Enterprises. Jurnal Ilmiah Ekonomi Bisnis, 27(3), 303–319. https://doi.org/10.35760/eb.2022.v27i3.5438

Rane, N., Choudhary, S., & Rane, J. (2023). Metaverse for Enhancing Customer Loyalty: Effective Strategies to Improve Customer Relationship, Service, Engagement, Satisfaction, and Experience. International Research Journal of Modernization in Engineering Technology and Science, 5(05), 427–452. https://doi.org/10.2139/ssrn.4624197

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690

Rizal, M., Fikhri Johar, M., Cindy, A., & Sari, M. (2022). The Effect of Relationship Marketing and Promotion on Consumer Loyalty Through Consumer Satisfaction Study on Shopee Users in Sumenep District. Indonesian Journal of Marketing Science, 21(1), 93–110.

Safitri, L., Musannip, Z., Siregar, E., & Rafika, M. (2023). The Influence of Price, Product Quality, and Service Quality on Customer Satisfaction At Home Smart Rantauprapat. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(3), 1403–1419.

Santos, J. A., & Sotelo-Drequito, G. (2024). The Relationship Between Marketing Strategies and Customer Satisfaction in the Fast-Food Restaurant Industry. Business Economic, Communication, and Social Sciences Journal (BECOSS), 6(1), 65–77. https://doi.org/10.21512/becossjournal.v6i1.11201

Saputra, W. W. (2024). Optimizing Customer Satisfaction to Drive Revenue Growth: A Strategic Marketing Approach for Suka Suka Brand. American International Journal of Business Management, 7(8), 137–149.

Simanjuntak, J. J., Sembiring, T. B., Pembangunan, U., & Budi, P. (2024). Pengaruh Kepuasan Pelanggan Terhadap Keberhasilan Pemasaran Jasa. Jurnal Kajian Ilmiah Interdisiplinier, 8(7), 394–403.

Simbolon, R., & Santoso, S. (2021). Product and Service Quality Development in Manufacturing: a Study of Optical Lens Manufacturing Indonesia. Media Ekonomi Dan Manajemen, 36(1), 76–88. https://doi.org/10.24856/mem.v36i1.1726

Siswi, A. A., & Wahyono, W. (2020). The Role of Customer Satisfaction in Increasing Customer Loyalty. Management Analysis Journal, 9(1), 17–25. https://doi.org/10.15294/maj.v9i1.34427

Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052. https://doi.org/10.37641/jimkes.v12i4.2605

Tarumingkeng, P. J. (2019). Analisis Pengaruh Persepsi Kualitas Terhadap Kepuasan Dan Loyalitas Pelanggan. Jurnal Riset Bisnis Dan Manajemen, 7(4), 433–454.

Tjiptono, F. (2012). Strategi Pemasaran (7th ed.). Andi.

Usman, H., Sobari, M., & Sulthani, L. (2020). Manajemen Pemasaran. Depok: Rajawali Pers.