Abstract
Motivation/Background : Consumer satisfaction is very important for a tourist spot, because it determines the ability and level of profit it can achieve. Because it is necessary to pay attention to things that have the potential to affect consumer satisfaction, including the Marketing Mix. This study discusses the aspects of the marketing mix that affect consumer satisfaction at tourist attractions in the city of Tomohon. The aim is to determine the effect of the Marketing Mix on Customer Satisfaction. Marketing Mix (Marketing Mix) is a set of marketing tools that companies use to achieve goals in target markets. Marketing Mix includes variable Product (Product), Price (Price), Place (Place) and Promotion (Promotion). Consumer satisfaction is the feeling of pleasure or disappointment of a customer that arises after comparing perceptions of the performance of a product and its expectations.
 Method: In this study, the data collection techniques used were observation, interviews and a list of questions given to consumers or guests on the object under study. The variables measured are the factors of the marketing mix including product (X1), price (X2), place (X3) and promotion (X4), and customer satisfaction (Y). The analytical method used is Multiple Linear Regression Analysis.
 Results: From the analysis results obtained the value of the coefficient of determination (r 2 ) of 0.889; which shows that the factors of the Marketing Mix have a contribution or proportion of the contribution to the variation (fluctuation) of Consumer Satisfaction by 88.9%, while the remaining 11.1% is explained by other factors.
 Conclusions: From the research results, the value of the Correlation Coefficient (r) is 0.943 (94.3%) or close to 1 (100%), which indicates that there is a very close and positive relationship between the Marketing Mix and the Consumer Satisfaction.
Highlights
BACKGROUNDNowadays, the construction of tourist attractions is growing rapidly, whether it is the construction of a new place or the provision of a new place in an existing location
From the analysis results obtained the value of the coefficient of determination (r 2) of 0.889; which shows that the factors of the Marketing Mix have a contribution or proportion of the contribution to the variation of Consumer Satisfaction by 88.9%, while the remaining 11.1% is explained by other factors
Based on the order of the level of influence, it is concluded that the Promotion variable (X 4) has the most dominant influence on customer satisfaction, the order is the Price variable (X,2) the Place variable (X,3) the Product variable (X 1)
Summary
BACKGROUNDNowadays, the construction of tourist attractions is growing rapidly, whether it is the construction of a new place or the provision of a new place in an existing location. With the advancement of Marketing Mix Effect on Customer Satisfaction on The Tourism in Tomohon City technology and the flow of information that spreads rapidly and changes that occur in economic, demographic and socio-cultural conditions, many influence consumer behaviors in choosing and making buyers' decisions. Marketers must always change in order to take advantage of the opportunities that exist in the market. One of the company's steps in making business effective is to use a marketing mix planning (marketing mix). There are four main elements, namely what are commonly referred to as four (product, price, place, promotion). The four main elements in the marketing mix or the so-called 4P are the variables that are studied in this study
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