Analisis Kepuasan Konsumen Terhadap Harapan dan Kinerja Bauran Pemasaran di Hypermart Mall Ciputra Seraya Pekanbaru

Abstract

Hypermart is the only form of Hypermarkets in Indonesia's capital comes from national and to anticipate the development of other existing Hypermarket and multinational capital as Continent, Carrefour and Giant. Data analysis using quantitative descriptive method that is processed through SPSS version 17. characteristic of a significant age-related consumer product brand attributes and location Hypermart, where the consumer’s age and negatively associated with the very real marketing mix attributes as attributes of brand products. And for the location of the consumer age Hypermart has a significant relationship, where consumer’s age relate positively and very real. Consumer characteristics significantly related to income level to attribute product availability, product quality and brand of the product, where the level of consumer income and negatively associated with the real attributes of product availability and product quality. address the characteristics of respondents and very real negative correlation with the frequency of customer arrivals. Value in the study of consumer attitudes in the marketing mix Hypermart Mall Ciputra Seraya is located in Pekanbaru earned 309.14 good measurement scale