Dimensi Utama Marketing Mix yang Mempengaruhi Kepuasan dan Keinginan Membeli Ulang Konsumen
Pendekatan EFA dan PCA
DOI:
https://doi.org/10.31004/green.v4i2.418Keywords:
Bauran Pemasaran, 4P, EFA, PCAAbstract
Penelitian ini mengidentifikasi dimensi utama Marketing Mix (4P) yang memengaruhi kepuasan dan keinginan membeli ulang konsumen menggunakan Exploratory Factor Analysis (EFA) berbasis Principal Component Analysis (PCA). Data dikumpulkan dari 220 responden melalui kuesioner skala Likert 1–5 yang terbagi pada empat dimensi: Tempat (n=58), Promosi (n=80), Harga (n=41), dan Produk (n=41). Analisis meliputi uji KMO, Bartlett's Test, PCA dengan rotasi Varimax, dan Cronbach's Alpha. Hasil menunjukkan Dimensi Promosi memiliki kualitas psikometrik terbaik (KMO=0.745, α=0.771, varians dijelaskan 60.47%), diikuti Tempat (KMO=0.560, α=0.708, 55.45%), dan Produk (KMO=0.641, α=0.649, 49.26%). Dimensi Harga menunjukkan konsistensi internal rendah (KMO=0.554, α=0.407). Kepuasan konsumen mencapai 100% dan keinginan membeli ulang 98.6%, mencerminkan persepsi positif terhadap seluruh elemen bauran pemasaran.
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