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Customer Satisfaction in 39 Store Semarang. They stated pricing has positive influence towards customer satisfaction. The better pricing
policy, it will increase customer satisfaction.
5. Simulaneous Test F Test
Table 4.56
The Result of F Test
Source : Processed primary Data by SPSS 1.7
From Test ANOVA or F test is obtained F value test is 6.390 with probabilities 0.000. Because probabilities is smaller than 0.05 and F test
value 6.390 is higher than F table value 2.197 . F table value get from significant value of 0.05 with df1=k=6 and df= n-k-1 or 100-6-1 = 93
n = number of data and k = number of independent variables Setiawan and Kunto, 2013:7 so it get 2.197 from the F table. The value of F test is
6.390 2.197 and the significant value is 0.000 0.05, it can be said that independent variables like customer service X1, store design and display
ANOVA
b
Model Sum of Squares
df Mean Square
F Sig.
1 Regression
86.593 6
14.432 6.390
.000
a
Residual 210.047
93 2.259
Total 296.640
99 a. Predictors: Constant, Pricing, Location, Store Design and Display, Merchandise Assortment,
Communication Mix, Customer Service b. Dependent Variable: Customer Satisfaction
143
X2, communication mix X3, location X4, merchandise assortment X5, and pricing X6 have significant influence towards customer
satisfaction Y simultaneously.
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CHAPTER V CONCLUSION AND RECOMMENDATION
A. Conclusion
The purpose of this research is to analyze the influence of SB Mart retail marketing mix strategy which is using customer service X1, store design
display X2, communication mix X3, location X4, merchandise assortment X5, and pricing X6 towards customer satisfaction Y. Based
on the statistical test using the SPSS software with 100 samples to represent the amount of population and also the research within the previous chapters,
it can be concluded as below: 1. Customer service X1 has significant influence towards customer
satisfaction Y at SB Mart in Bukit Sawangan Indah Housing with a value of significant 0.008 0.05.
2. Store design and display X2 has no significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah
Housing with a value of significant 0.647 0.05. 3. Communication mix X3 has no significant influence towards
customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing with a value of significant 0.336 0.05.
4. Location X4 has no significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing with a
value of significant 0.242 0.05.
