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Library's collection Library's IT development CancelIn today's high competition, company does not only have to pay attention
to its production and sales. Company also needs to maintain the satisfaction of its
customers. Service marketing mix will become the measurement tool of customer
satisfaction. In this case, Starbucks included to one of the companies which tries to
maintain the customer satisfaction throughout the high competition.
This research is conducted in order to analyze the influence of service
marketing mix towards customer satisfaction of Starbucks. Data gathered by
distributing 150 questionnaires. Then, data was analyzed by using multiple linear
regression analysis. From the research, it can be concluded that service marketing
mix that consist of product, price, place, promotion, participant, physical evidence
and process simultaneously have a significant influence on customer satisfaction of
Starbucks. Individually, all of service marketing mix's elements have significant
influence the customer satisfaction of Starbucks. Physical evidence has the most
significant influence toward customer satisfaction of Starbucks.