The Role of Marketing Mix in Increasing Consumer Satisfaction with King Queen Fruit Salad

Authors

  • Ageng Tresno Wibowo Universitas Muhammadiyah Purworejo
  • Endah Pri Ariningsih Universitas Muhammadiyah Purworejo

DOI:

https://doi.org/10.30595/jssh.v9i1.25420

Keywords:

Consumer Satisfactio, Fruit Salad, Marketing, Product, 4P Strategy

Abstract

The 4P marketing strategy is an approach that can enhance customer satisfaction. While it has been widely used in various food businesses, research on its implementation specifically for fruit salad products remains limited. This study aims to analyze the impact of the 4P strategy—Product, Price, Place, and Promotion—on customer satisfaction at King Queen Fruit Salad. The research employed a quantitative method, surveying 200 respondents selected through purposive sampling. Data analysis was performed using multiple linear regression. The results indicate that the 4P strategy influences customer satisfaction by 69.8%, with the Product variable contributing the most at 49.9%. The remaining 30.2% of customer satisfaction is influenced by other factors.

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Published

2025-03-20

How to Cite

Wibowo, A. T., & Ariningsih, E. P. (2025). The Role of Marketing Mix in Increasing Consumer Satisfaction with King Queen Fruit Salad. JSSH (Jurnal Sains Sosial Dan Humaniora), 9(1), 9–18. https://doi.org/10.30595/jssh.v9i1.25420

Issue

JSSH (Jurnal Sains Sosial dan Humaniora) Vol. 9 No.1 Maret 2025

Section

Artikel

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Copyright (c) 2025 Ageng Tresno Wibowo, Endah Pri Ariningsih

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Creative Commons License
JSSH (Jurnal Sains Sosial dan Humaniora) is licensed under a Creative Commons Attribution 4.0 International License.