Analysis of Marketing Mix on the Level of Customer Satisfaction Towards Hydroponics Vegetables “Dina Herbist” in Pontianak City

Abstract

The study was conducted to determine the level of consumer satisfaction with hydroponic vegetables offered at the Hydroponic Business in Pontianak City. The determination of the hydroponic vegetable research object in Pontianak, Dina Herbist, it was chosen because it has been doing business for a long time and is the first hydroponic vegetables producer in Pontianak. This research has been carried out for about 3 (three) months. In this study the analysis used is the analysis of the Customer Satisfaction Index (CSI), with a Likert Scale measurement method. The total number of consumers of Dina Herbist hydroponic vegetables was 45 respondents. Based on the results of the study of 45 respondents, it was found that respondents who bought Dina Herbist hydroponic vegetables in Pontianak were seen in terms of the price offered by Dina Herbist included in the Good criteria which was 3.53. In the variable price, consumers are satisfied with the price offered by Dina Herbist Furthermore, for the hydroponic vegetable product variable, a yield of 3.54 was included in the Good criteria. This is because Dina Herbist maintains consistency in the size, shape, weight and price of its products. For consumer sales locations, the rate is quite satisfied with a value of 3.12, this is because the sales location is only at one point. The promotion included Good criteria with a value of 3.23, because Dina Herbist is very empowering in technology such as promoting to social media. From the results of the study using the CSI method, it can also be concluded that the value of the Customer Satisfaction Index (CSI) is 0.67 or 67%. where the value is at an interval of 0.60 to 0.80 which means consumers are satisfied with the Hydroponic Vegetable products offered by Dina Herbist in Pontianak City.