Roni, Zulfi Mai (2024) Pengaruh Bauran Pemasaran Terhadap Kepuasan Anggota Koperasi Sako Jati Syariah Pangean Kabupaten Kuantan Singingi. Other thesis, Universitas Islam Riau.

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Abstract

Sako Jati Syariah Cooperative Pangean Singingi Regency faces challenges in maintaining the satisfaction of its members, as seen from the data on the decline in the number of members recorded in 2023. The marketing mix can be interpreted as a combination of variables or marketing tools used by a company to achieve marketing goals in the target market. This study aims to analyze the effect of the marketing mix on the satisfaction of members of the Sako Jati Syariah Cooperative Pangean Singingi Regency. This research is a type of quantitative research. The sample in this study was 86 respondents who were members of the Sako Jati Syariah Cooperative, while the research population included all members of the cooperative. The method used is simple regression analysis to measure the relationship between the independent variables, namely the marketing mix, and the dependent variable, namely member satisfaction. The results of the analysis show that the marketing mix has a significant effect on member satisfaction, with a calculated t value of 13.620 which is greater than the t table of 2.035 and a significance value of 0.001. An increase in the marketing mix by 1% will increase member satisfaction by 0.556. With a determination coefficient (R Square) of 0.688, which means that the marketing mix variable influences member satisfaction by 68.8% and the remaining 31.2% is influenced by other variables not included in this study.

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