The Effect Of The Marketing Mix On The Satisfaction Of Traditional Herbal Medicine Consumers In Gresik

Abstract

The flood of imported herbal medicine products that are easily found in the domestic market has a vulnerable impact on competition and the image of herbal medicine, especially for small-scale industries. Not counting the internal problems of most traditional herbal medicine business actors who tend to still be concerned about stabilizing entrepreneurs who have just started or even in order to increase family income. On the other hand, the presentation of traditional herbal medicine itself still tends to be monotonous in terms of packaging, especially when viewed from a visual aspect. The problem of how to sell and the intended market segment is also another thing that adds to the long line of reasons why traditional herbal medicine is still unable to compete well in the available market. In this study  , the variables used were the marketing mix (Product, Price, Location, Promotion) to herbal medicine consumer satisfaction, the analysis used in this study was a multiple linear regression analysis.  Based on the results of the study, it was concluded that consumer satisfaction in trying traditional herbal medicine has a simultaneous effect of the marketing mix. The test results simultaneously showed a value of less than 5% which is 0.037. Meanwhile, in the partial test, consumer satisfaction was only influenced by prices with a signifkansi value of 0.013. So the results of this study are very influential on the satisfaction of consumers of traditional herbal medicine in the Gresik region.

Keywords : Marketing, Customer Satisfaction, Herbs