THE EFFECT OF MARKETING MIX (LOCATION, PROMOTIONAL PRICE) ON CUSTOMER SATISFACTION MEDIATED BY SERVICE QUALITY IN LAMONGAN TROOPERS CLEAN SHOES" SHOE CARE AND WASHING SERVICE
Keywords:
Marketing Mix, Place, Price, Promotion, Quality of Service, SatisfactionAbstract
This study aims to determine the influence of marketing mix (location, price, promotion) on customer satisfaction, with service quality as a mediating variable in shoe care and hygiene services at Troopers Clean Shoes in Lamongan. This study uses a quantitative descriptive approach. Data was collected using questionnaires. The respondents in this study are customers of Troopers Clean Shoes Lamongan from July to November 2024. The sampling method used is purposive sampling, a non-probability technique, with the sample size determined using the Slovin formula. A total of 194 valid questionnaires were processed using SmartPLS version 3.29.
The results of this study show that location has a significant positive effect on customer satisfaction but does not have a significant effect on service quality. Pricing and promotions have a positive but not significant effect on customer satisfaction; however, they have a significant effect on the quality of service. The results of the mediation showed that the location had a positive but not significant effect on customer satisfaction through the quality of service. On the other hand, prices and promotions have a significant positive effect on customer satisfaction through the quality of service.
