ANALYSIS OF MARKETING MIX (8P) AND CUSTOMER SATISFACTION FOR BRAND AWARENESS IN SANTIKA HOTEL JABODETABEK AREA
Higher brand awareness value and brand name can enhance its potential choosing by the customer. It also leads to higher loyalty and higher inclination of customers to pay more and higher purchase by the customer and lower firms' susceptibility in a competitive market. This study aimed to analyze the effect of Marketing Mix 8P (product, price, place, promotion, people, physical evidence, productivity and quality, process) and customer satisfaction for brand awareness in the Santika Hotel Jabodetabek. This study used primary data obtained from field research with Santika Hotel Jabodetabek customers and secondary data. To collect and analyze data, statistical regression analysis was used to determine patterns of relationships that reveal independent variables' influence on the dependent variable. Based on the regression analysis results, the product, price, place, promotion, people, physical evidence, productivity and quality, process, and customer satisfaction simultaneously have a significant impact on brand awareness. Based on the results of hypothesis analysis and testing of field data, simultaneously product, price, place, promotion, people, physical evidence, productivity and quality, process and customer satisfaction have a significant influence on brand awareness where the effect given by independent variables to the dependent variable is positive.
Ahmad, G. D. & Mansoureh, A. (2014). Investigation of the Impact of Marketing Mix 8P on Insurance Policy Purchase in Mellat Insurance Company in Alborz Province, Iran. Journal of Applied Environmental and Biological Sciences, 4(11), 100-106.
Arikunto, S. (2006). Metode Penelitian Kualitatif. Jakarta: Bumi Aksara.
Armstrong, G. & Kotler, P. (2003). Manajemen Pemasaran, 9th Edition. Jakarta: PT Indeks Gramedia.
Belch, G. E. & Belch, M. A. (2009). Advertising and Promotion: An Integrated Marketing Communication Perspective, 8th Edition. New York: McGraw-Hill.
Bronson, R. (1993). Teori dan Soal Operational Research. Jakarta: Erlangga.
Cannon, J. P., Perreault, W. D., & McCarthy, E. J. (2008). Pemasaran Dasar: Pendekatan Manajemen Global, 16th Edition. Jakarta: Salemba Empat.
Fandy, T. (2011). Service Management Mewujudkan Layanan Prima, 2nd Edition. Yogyakarta: Andi.
Harjot, S. (2016). Impact of marketing mix elements on satisfaction mediating effect of brand awareness. Journal of Marketing and Counsumer Research, 20, 41-47.
Hasan, M. I. (2002). Pokok-pokok Materi Metodologi Penelitian dan Aplikasinya. Bogor: Ghalia Indonesia.
Kotler, P. & Armstrong, G. (2013). Prinsip-prinsip Pemasaran, 12th Edition. Jakarta: Penerbit Erlangga.
Lovelock, C. & Lauren, W. (2002). Principle of Service Marketing and Management, 2nd Edition. New Jersey: Pearson Education International, Inc.
Morrison, G. (2012). Dasar-dasar Pendidikan Anak Usia Dini. Jakarta: Permata Puri Media Kembangan Utara.
Sugiyono (2008). Metode Penelitian Bisnis. Bandung: Alfabeta.