ABSTRACT
Ritel Bussiness not only to sell product or goods but also to give service to
the costumer. So costumer satisfaction is the key of success of a marketing
strategy. Costumer satisfaction is expected to reach company loyalty and
repeat purchase or prdoduct repurchase. Millenium supermarket has done
marketing mix strategy but not yet fully reached their target .The problem is
application marketing mix strategy in Millenium supermarket not yet fully
expected so costumer not yet satisfy.
The purpose of the research is to know the performance and importance level
marketing mix strategy have does executed by Millenium supermarket.
Hypoteses of this research was this application of marketing mix strategy by
Millenium supermarket not yet fully costumer satisfaction level. This Research
Method use survey method by using questioneere to interview responden.
Sample is choose by purposif against costumers who were MMC members
(Millenium Members Card), who came to supermarket from Monday until
Sunday, so it was expected that sample can represent all costumers. Data
was analysed by uses Importance-Permomance Analysis Cartesius Diagram.
The result showed that application of marketing mix strategy by Millenium
supermarket not yel all fully, but just a part have fulfill customer satisfaction
Strategy was done good and fulfill the expectation and made costumer
satisfaction was : price strategy, human resource strategy, and process
strategy. The performance of three strategys had to maintain and to be
continued. Physical appoarance strategy was very expected and very
importance but the performance not good so not yet satisfy the costumers.
Because if it this strategy is first priority to be increased. The strategy which
its performance not yet good but not expected by costumers were promotion
strategy and distribution chanel strategy. So these both of them were not
priority in Company marketing Strategy. Strategy which already done well by
Millenium supermarket even over done was product strategy. Thus
Millenium supermarket can give more attention on strategy which should be
increased, maintained, continued or evaluated, so company can be a leader
in Lampung Selatan.
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