The most influenced factors in marketing mix model, 4p's that affect customer satisfaction: a case study on Kedai Sinar Peladang / Muhammad Zul Helmi Abdul Rahim

This research paper explores the role of marketing mix strategy and its overall positive or negative impact on customer's satisfaction. Product, price, promotion and place are the variables that need to be managed by understanding psychological traits of consumers buying nature. As we all know that the success of any business entity is not mainly influenced by its employees or any internal factors, but significantly determined by the level of customer's satisfaction due to the products and services offered by that particular business. Fortunately, marketing mix can be used as each elements of it is designed to meet customer's needs and satisfaction. This study was conducted to examine the relationship between marketing mix and customer satisfaction at Kedai Sinar Peladang, Seri Medan, Batu Pahat, Johor. Four element of marketing mix were discussed namely products, price, promotions and place. The data was collected from a set of 201 questionnaires to the customers who came to Kedai Sinar Peladang. Due to the limitation of time and commitment, the observation only being made for only 10 days in a row in March, 2017. The findings reveals that there is a positive relationship between all four elements of marketing mix (products, price, promotions and place) and customer satisfaction at Kedai Sinar Peladang. Hence, in providing effective element of product, price, promotions and place, retail industry should aware on which element in marketing mix highly influence customer satisfaction.