THE EFFECT OF MARKETING MIX TOWARDS THE CUSTOMER SATISFACTION OF BURGEROLOGY

Abstract

THE EFFECTS OF MARKETINGMIX TOWARDSTHE CUSTOMERSATISFACTION OF BURGEROLOGY With the advancement of technology and increasing revenue earned by the food andbeverage industry in Indonesia, there is a big opportunity within the online food andbeverage industry, including Burgerology to grow. This research aims to exploit thattrend and opportunity by measuring the effects of marketing mix towardsBurgerology’s customer satisfaction; so that appropriate actions can be taken byBurgerology to increase its customer satisfaction, and can be backed up by thisresearch. As the most basic marketing tool; the marketing mix was chosen, whichincludes four variables: product, price, promotion and place, and because marketingmix is one of the major contributor towards customer satisfaction. This research is aquantitative research, with simple random sampling technique. The data was gatheredfrom 80 respondents, all of who are customers of Burgerology. This research reviewsprior researches as well as information gathered from the Internet to furtherinvestigate the effect of the marketing mix towards customer satisfaction.