THE EFFECT OF MARKETING MIX TOWARDS THE CUSTOMER SATISFACTION OF BURGEROLOGY

Abstract

With the advancement of technology and increasing revenue earned by the food and beverage industry in Indonesia, there is a big opportunity within the online food and beverage industry, including Burgerology to grow. This research aims to exploit that trend and opportunity by measuring the effects of marketing mix towards Burgerology’s customer satisfaction; so that appropriate actions can be taken by Burgerology to increase its customer satisfaction, and can be backed up by this research. As the most basic marketing tool; the marketing mix was chosen, which includes four variables: product, price, promotion and place, and because marketing mix is one of the major contributor towards customer satisfaction. This research is a quantitative research, with simple random sampling technique. The data was gathered from 80 respondents, all of who are customers of Burgerology. This research reviews prior researches as well as information gathered from the Internet to further investigate the effect of the marketing mix towards customer satisfaction.