ABSTRACT
The aim of this study is to examine the degree of marketing mix, customer purchasing process, and customer satisfaction; and to investigate the influence of the marketing mix and customer purchasing decision process to customer satisfaction at Neo Milk Bar Jakarta. The respondents of this study were selected from 96 respondents in the Neo Milk Bar with convenient sampling method. The results fully support hypothesis stating that the effect of marketing mix and Customer Purchasing Decision Process on Customer Satisfaction is significant. The p value is less than 0.05. This study is expected to contribute to the existing literature of both theoretical and managerial approaches to understand the pattern of the marketing mix, customer purchasing decision process, and customer satisfaction, especially in restaurant industry settings.
