The Influence of Marketing Mix and Demographic Segmentation on Customer Satisfaction

Abstract

Abstract—Competition for bottled drinking water products circulating in the market is increasing. This is evidenced by the large number of bottled drinking water circulated and sold in the market today, with various brands already widely known by the public. This creates a challenge for Tuyoqu products in launching bottled drinking water products regarding how to make Tuyoqu able to meet the standards of public demand by the real needs and desires of consumers. To maximize the launch of Tuyoqu bottled drinking water products, an analysis of the competitor's marketing mix strategy is needed in developing the quality of Tuyoqu Bottled Drinking Water products for consumer satisfaction. The research methodology in this study is to use quantitative methods. The population in this study is the infinite population, namely the people of Malang who have bought bottled drinking water, and the sample in this study was using a purposive sampling technique. The number of respondents in this study was 100 respondents. The data analysis used is descriptive analysis and competitor market test. The results showed a significant positive effect between product, price, distribution, brand, and demographic segmentation on Tuyoqu's consumer satisfaction. Consumers prefer products that are refreshing and taste good. Besides, consumers tend to like bottled drinking water with a complete license, contains minerals needed by the body, is easy to get where it is, tastes fresh, and fulfills the standards for drinking water: odorless, tasteless, and colorless. Bottled drinking water packaging has been improved to appeal to consumers. Consumers also like those who already have a well-known brand that is often broadcast on television.