Effect of Marketing Mix and Service Quality on Customer

Satisfaction Transmart Carrefour Grand Kawanua

and Trans Studio Mini

Christine Natalia Wowiling, Riane Johnly Pio, John A. F. Kalangi

Universitas Sam Ratulangi, Indonesia

Keywords: Marketing Mix, Service Quality, and Customer Satisfaction.

Abstract: The immediate objectives of this research are to determine the effect of classic Marketing Mix which is the

product, price, place, and promotion towards Consumer Satisfaction on Transmart Carrefour Grand Kawanua

and Trans Studio Mini, Service Quality towards Consumer Satisfaction on Transmart Carrefour Grand

Kawanua and Trans Studio Mini. The population in this study were carrefour grand kawanua consumer trans-

mart and mini trans studio. Based on google review, it is known that the number of trans-mart carrefour grand

kawanua consumers in 2018 as many as 1920 consumers. The sampling technique in this study uses a non-

probability sampling technique, in this study the method is purposive sampling, the sample members are

anyone who has visited and shop at carrefour grand kawanua and mini studio trans at least three times. The

questionnaires will be distributed with the purposive sampling method. This study uses SmartPLS software

to assist, Partial Least Square (PLS) analysis. The study resulted are the two hypotheses were accepted.

1 INTRODUCTION

Competition in the business world today is very tight

along with the increasing number of businesses to

meet the needs of consumers both goods and services,

businesses often face challenges to get the market

share they want. On the other hand, consumers tend

to be increasingly sensitive to the value offered by

each product. In competitive market conditions,

knowledge of customer preferences and satisfaction

is the key to success for the company. Especially in

the present condition, marketing is an essential part of

influencing consumer perceptions. To face increasing

competition, companies need to pay attention and

implement appropriate marketing strategies so that

consumers get satisfaction and can have a long-term

impact on the company. Of course, the company must

carry out continuous development of its marketing

strategies, to get customer satisfaction. Meeting the

needs and desires of consumers requires a marketing

concept called the marketing mix. The city of Manado

is embedded as a shopping paradise in Eastern

Indonesia. It is strengthened by the presence of

retailers that already have a name that is well known

in Indonesia. Lippo Group with Lippo Mall, Trans

Retail with Transmart Carrefour, Matahari Putra

Prima with Hypermart, to Hero Supermarket Group

with Giant, have opened businesses in the city of

Manado. Responses from the Manado community

themselves, which are summarized by Manado post

online. For example, the response from North

Sulawesi Bank Indonesia (BI) chief representative

Soekowardojo through Deputy Director Buwono

Budisantoso stated, the rapid development of retail

business in Bumi Nyiur Melambai, due to high public

consumption so that many investors in the retail

sector did not hesitate to invest. "The consumption

power of the people of North Sulawesi is quite good

for the growth of the retail business. Can be seen,

fashion tenants, accessories and mobile phones

continue to grow. This situation proves the people's

purchasing power here is quite good for the running

of this business. "

Transmart is a retail company in Indonesia which

is the owner of the Carrefour supermarket chain and

Carrefour Express. Currently, Transmart is a

subsidiary of Trans Retail. Transmart a retail

company in Indonesia which is the owner of the

Carrefour supermarket chain and Carrefour Express.

Currently, Transmart is a subsidiary of Trans Retail.

PT. Trans Retail comes with a new concept,

Transmart Carrefour with a neater division of

272

Natalia Wowiling, C., Johnly Pio, R. and A. F. Kalangi, J.

Effect of Marketing Mix and Service Quality on Customer Satisfaction Transmart Carrefour Grand Kawanua and Trans Studio Mini.

DOI: 10.5220/0010673800002967

In Proceedings of the 4th International Conference of Vocational Higher Education (ICVHE 2019) - Empowering Human Capital Towards Sustainable 4.0 Industry, pages 272-276

ISBN: 978-989-758-530-2; ISSN: 2184-9870

shopping corridors and a more comfortable, leisure

and airy shopping atmosphere. There is also a lounge

in the information area, which has a sofa that makes

the customers are comfortable while queuing.

Transmart itself is spread in various cities in

Indonesia. Starting from Palembang, Pekanbaru,

Bandar Lampung, Padang, Solok, Medan, Bengkulu,

Cempaka putih, Cilandak, Kalimalang, Central Park

Jakarta, Pasar Raya Blok M, Tangerang, Depok,

Bogor, Cimahi, Cipadung, Buah Batu, Soreang,

Cirebon, Karawang, Semarang, Pekalongan, Solo,

Purwokerto, Tegal, Maguwo, Surabaya, Kediri,

Sidoarjo, Jember, Malang, Kubu Raya, Banjarmasin,

Balikpapan, Makassar, Kupang, Mataram and of

course in Manado.

Before Transmart Carrefour Grand Kawanua,

Starsquare Transmart was opened, located on Jl.

Walter Monginsidi, Bahu, Malalayang, Manado. It

got a good response from the people of the city of

Manado in the open Carrefour Grand Kawanua

Transmart which has the advantage of Transmart

Starsquare which is a family playground that is the

centre of attention namely Trans Studio Mini.

Transmart Carrefour Grand Kawanua precisely

located at Jl A.A Maramis, Kairagi Dua, Mapanget,

Manado and comes with a 3 in 1 concept. Shopping,

dining and playing are in one building area.

Transmart Carrefour has an area of 7,585 square

meters. Therefore, customers do not need to move

anymore to shop while spending time with family.

Transmart Carrefour Grand Kawanua becomes a

shopping centre for people who live around and

become a holiday destination.

Various facilities are provided by Transmart

Carrefour Grand Kawanua for customers. Starting

from a place to buy food, snacks, fast food, beauty

products, household products, learning tools, a place

to rest that does not need to spend money to wait for

families who are shopping. Of course, with the many

facilities available, Transmart Carrefour Grand

Kawanua must pay attention to whether the customer

is satisfied with the existing facilities or not. On

certain days or busy days, many customers who come

shopping or eating at Transmart Carrefour Grand

Kawanua indicates that the products offered and sold

can attract the attention of customers.

Transmart Carrefour Grand Kawanua and Trans

Studio Mini received good responses in the Manado

and surrounding communities. In Google Reviews or

Reviews that are summarized by Google, the number

of people in Manado who have visited Carrefour

Grand Kawanua and Trans Studio Mini can be seen

in the following table (Table 1):

Table 1: Number of Visitors.

No 2018

Month Total

Custome

1. Januari 117

2. Ferbruari 71

3. Maret 91

4. April 127

5. Mei 205

6. Juni 239

7. Juli 222

8. Agustus 198

9. September 163

10. Oktobe

190

11. November 157

12. Desembe

140

1.1 Objectives

The objectives of this study are:

1. To analyze the influence of marketing mix

on consumer satisfaction Transmart

Carrefour Grand Kawanua and Trans Studio

Mini.

2. To analyze the influence of Service Quality

on consumer Satisfaction Transmart

Carrefour Grand Kawanua and Trans Studio

Mini.

2 LITERATURE REVIEW

According to Kotler and Armstrong (1997) is a

tactical marketing tool that can be controlled,

products, prices, distribution, and promotions that are

integrated by the company to produce the desired

response in the target market. According to Buchari

Alma (2005), the notion of the marketing mix is a

strategy of combining marketing activities, in order to

create the maximum combination so that the most

satisfying results will appear. According to Sumarni

and Soeprihanto (2010), a Product is anything that

can be offered in the market to get attention, demand,

usage or consumption that can fulfil a desire or need.

Products are not only always goods but can also be

services or a combination of both (goods and

services). Transmart Carrefour Grand Kawanua

provides a variety of products ranging from clothing,

various equipment, beauty products, food and vehicle

rides. Price describes the amount of rupiah that must

be spent by consumers to get one product and prices

should be affordable by consumers. According to

Sumarni and Soeprihanto (2010), the price is the

amount of money needed to get a combination of

Effect of Marketing Mix and Service Quality on Customer Satisfaction Transmart Carrefour Grand Kawanua and Trans Studio Mini

273

goods and their services ". After the product is ready

to be marketed, the company will determine the price

of the product. The price offered by Transmart

Carrefour Grand Kawanua varies according to the

product being sold. Place where the product is

available in several distribution channels and outlets

that allow consumers to obtain a product quickly. The

place in the marketing mix is usually called the

distribution channel; the channel where the product

reaches the consumer. Promotion (promotion)

describes a variety of ways in which companies take

in order to sell products to consumers. According to

Tjiptono (2008), promotion is essentially a form of

marketing communication. What is meant by

marketing communication is marketing activities that

seek to disseminate information, influence / persuade,

and/or remind target markets for companies and their

products to be willing to accept, buy, and be loyal to

the products offered by the companies concerned.

Promotion carried out by Transmart Carrefour Grand

Kawanua is with electronic and print media.

According to the Fitzsimmons brothers in

Sulastiyono (2011) explained that the quality of

service is something complex, and guests will assess

the quality of service through the five dimensions of

service dimensions as their measurements, as follows:

 Reliability (Reliability), is the ability to provide

precisely and correctly the type of service that

has been promised to guests.

 Responsiveness, namely the awareness or desire

to quickly act to help guests and provide timely

services.

 Assurance, is knowledge and courtesy of

compensation and employee confidence. The

assurance dimension has the following

characteristics: competence to provide service,

being polite and having a respect for guests.

 Empathy (Empathy), gives special attention to

individual guests. This empathy dimension has

characteristics: the willingness to approach,

provide protection and effort to understand the

desires, needs and feelings of guests.

 Tangibles, which is visible or tangible, namely:

the appearance of employees, and other physical

facilities such as equipment and equipment that

support the implementation of services.

According to Gerson (2002), customer

satisfaction is the customer's perception that

expectations have been met or exceeded, if the

customer hopes the item will function properly.

Otherwise, the customer will be disappointed. Then

the company must find ways to overcome these

problems so that customers can be satisfied. Satisfied

customers will do business more and more often with

a company, so the company's profits are more

significant.

2.1 Framework and Hypothesis

Based on the formulation of the problems that have

been described regarding the influence of products,

prices, promotions, places and services, the

theoretical framework proposed in this study is

described as follows:

2.1.1 Framework

Figure 1: Research Framework.

2.1.2 Hypothesis

H1: Marketing Mix influence on consumer

satisfaction Transmart Carrefour Grand Kawanua and

Trans Studi Mini.

H2: Service Quality influence on consumer

satisfaction Transmart Carrefour Grand Kawanua and

Trans Studio Mini.

3 METHODOLOGY

The author uses quantitative research methods in

research conducted at Transmart Carrefour Grand

Kawanua and Trans Studio Mini, precisely located at

Jl A.A Maramis, Kairagi Dua, Mapanget, Manado,

North Sulawesi. The population of this study is all

customers/consumers of the Carrefour Grand

Kawanua and Trans Studio Mini, with a total

population of 1920 consumers. The technique used in

determining the sample is the Lemeshow formula. If

a large population and research are not possible to

study everything in the population, for example,

limited funds, workforce and time, then research can

use samples drawn from that population (Sugiyono,

2008). The population in this study is vast in number

and to determine the number of samples using the

formula Lameshow et al. (1997).

ICVHE 2019 - The International Conference of Vocational Higher Education (ICVHE) “Empowering Human Capital Towards Sustainable

4.0 Industry”

274

(1)

n : number of samples

1-α/2

: normal standard values., (α: 0,05, and

Z: 1,96)

P(1-p) : estimated population proportion (P:

0,5, and P(1-p): 0,25)

d : tolerated deviations (10%)

Through the formula above, the number of

samples to be used is:

(2)

Based on the calculation results, the sample

obtained using the above formula was 96.04 but

rounded up to 100 people.

This research will use Partial Least Square (PLS)

analysis with the help of SmartPLS software to

determine the effect of marketing mix variables with

consumer satisfaction, service quality variables with

consumer satisfaction The steps to be taken in data

analysis after the questionnaire is tabulated are: 1)

Creating a table distribution of marketing mix

variables. 2) Make a variable distribution table of

service quality. 3) Make a consumer satisfaction

variable distribution table. 4) Constructing the path

diagram. 5) Computational processes.

4 RESULTS

4.1 Validity

The results obtained following the validity test

analysis using smartPLS states that all statements on

the questionnaire are known that the variables X1

(Marketing Mix), X2 (Service Quality), Y (Consumer

Satisfaction), The table below shows that there is no

value greater than the number rightmost of each row.

Thus it can be concluded that all items meet validity.

Table 1: Results.

X1 X2 Y

X1 0.724

X2 0.818 0.895

0.813 0.820 0.871

4.2 Reliability

Alpha Cronbach value of the three variables has

exceeded the value of 0.7. Thus it can be concluded

that the instrument has met the stringent and reliable

requirements so that the data obtained from the

questionnaire can be used for data analysis at a later

stage.

5 DISCUSSION

Effect of Marketing Mix (X1) on Consumer

Satisfaction (Y), obtained a structural coefficient of

0.428 and P-value ¬ <0.001. Because the P-value

<0.05, indicates that the significant influence of the

Marketing Mix (X1) on Consumer Satisfaction (Y).

This result means that the higher Marketing Mix

(X1), will affect the level of Consumer Satisfaction

(Y). Thus, hypothesis 1 of this study was accepted.

The results of this study are in line with the results of

the research. Mustawadjuhaefa (2017) states that the

marketing mix has a significant positive effect on

customer satisfaction. His research says the right

marketing mix will increase customer satisfaction,

and in line with research by Sarker et al. (2012). They

found that the marketing mix has a positive impact

and significant to customer satisfaction, in his

research stated. Therefore, there was a significant

positive impact of marketing mix on customer

satisfaction.

Figure 2: Structural Model.

The effect of Service Quality (X2) on Consumer

Satisfaction (Y), obtained a structural coefficient of

0.470 and P-value ¬ <0.001. Because the P-value

<0.05, indicates that the significant influence between

Service Quality (X2) on Consumer Satisfaction (Y).

n = (1,96)

(0,25)

(0,10)

n = 96,04

Effect of Marketing Mix and Service Quality on Customer Satisfaction Transmart Carrefour Grand Kawanua and Trans Studio Mini

275

This result means that the higher Service Quality

(X2), will affect the level of Consumer Satisfaction

(Y). Thus, hypothesis 2 of this study was accepted.

The results of this study are in line with the opinion

of Lupiyoadi (2006), which states that one way to

increase satisfaction with customers is to provide

quality products or services. The same thing with

research R. J. Pio, H. J. Sumampow, Triyono (2008),

with a study entitled Effect of Service Quality on

Customer Satisfaction of PT. Angkasa Pura I Manado

Sam Ratulangi Airport which states there is an

influence of service friendliness on customer

satisfaction of users of Sam Ratulangi Airport

Manado services.

6 CONCLUSIONS

Based on the results of the analysis described in the

previous chapter, the following conclusions can be

concluded in this study:

1. There is a significant influence between the

Marketing Mix on Consumer Satisfaction.

Thus, the level of Consumer Satisfaction is

influenced by Marketing Mix. There is a

significant influence between product, price,

place, and promotion variables and

consumer satisfaction variables. High and

low consumer satisfaction is influenced by

the marketing mix, which in this study

includes a classic marketing mix with 4P

(Product, Price, Place, and Promotion).

2. There is a significant influence between

Service Quality on Consumer Satisfaction.

Thus, the level of Consumer Satisfaction is

influenced by Service Quality.

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