Abstract:
This study is to analize the effect of marketing mix on customer perceived value and its impact
on consumer satisfaction. The object is PT. Dunia Barusa Banda Aceh as a Toyota Dealer. The
responden is their customers and in this study is taken 250 people. The hypothesis is tested by
the Structural Equation Modeling (SEM) method. The result proves that product effects customer
perceived value, price effects customer perceived value, location effects customer perceived
value, promotion effects customer perceived value, people effects customer perceived value,
physical evidence effects customer perceived value, process effects customer perceived value,
customer perceived value effects consumer satisfaction, product effects costumer satisfaction,
price effects consumer satisfaction, location effects consumer satisfaction, promotion effects
consumer satisfaction, people effects consumer satisfaction, physical evidence effects consumer
satisfaction, process effects consumer satisfaction, product effects consumer satisfaction through
customer perceived value, price effects consumer satisfaction through customer perceived value,
location effects consumer satisfaction through customer perceived value, promotion effects
consumer satisfaction through customer perceived value, people effects consumer satisfaction
through customer perceived value, physical evidence effects consumer satisfaction through
customer perceived value, process effects consumer satisfaction through customer perceived
value, in PT. Dunia Barusa Banda Aceh. These results strengthen the previous causality theories
and this model can be a premise for the further research. The originality resides in the integration
of the previous models, and in the new object. The limitation is in amount of the variables and
the scope of the object. The resulting research model can also be a reference for practical people,
especially the employees of PT. Barusa World Banda Aceh. Some of implications are mapped.
PT. Barusa World Banda Aceh should be able to set higher quality of its marketing mix
components
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