Expectations SERVICE AND APPLICATION OF THE MARKETING mixture PERSADA customer Self-Service DINOYO MALANG

Expectation of customer and application of marketing mix constitute strategy in effort of increasing customer satisfaction, this effort is done by the various kind of business field, one of them is department store. The objectives of this research are: 1) To know and analyze expectation of customer and application of marketing mix influence to customer satisfaction in Persada Department Store Dinoyo Malang. 2) To analyze which variable has dominant effect to customer satisfaction in Persada Department Store Dinoyo Malang.

The result of the research, variable of customer satisfaction which consists of (self need, recommendation, experience in the past) and application of marketing mix retail which consists of (product, price, location, promotion, atmosphere in the store, service) can influence customer satisfaction in Persada Department Store Dinoyo Malang, with value (significance F <>

Persada Department Store Dinoyo Malang has to defend and increase physical attribute or atmosphere from the store and surrounding influence consumer perception about retailer, the indicators are: cleanliness of the store, arrangement of goods, lighting. Variable of service gives meaning that PERSADA Department Store Dinoyo Malang needs to defend service and increase quality of service to the customers. Because the variable dominantly influence is variable of service with the value 0,865 or 86,50%, so PERSADA Department Store Dinoyo Malang has to strive for developing the quality of service. To develop quality of service can be done with five dimension of service quality, that is: tangibles, reliability, responsiveness, assurance, and empathy.