FACTORS AFFECTING CUSTOMER SATISFACTION BUYING SAN MIGUEL BEER

Abstract

This independent study has objective (1) study demographic factors affecting satisfaction buying San miguel beer. (2) study marketing mix factors affecting satisfaction buying San miguel beer. The research population was selected from the consumer who buy San Miguel beer and Convenience sampling method with the questionnaire was used as a tool collect 400 Samples. Descriptive statistics included frequency, percentage, means, and standard deviation. Inferential statistics included Independent Sample t-test, One-way ANOVA (F-test), and Multiple Regression Analysis.

The research found that: Demographic factors, which were education level and monthly salary differences affecting satisfaction buying San miguel beer, the statistically significant differences between the comparing groups was 0.05. Marketing mix factors, which were product, promotion, place and price affecting satisfaction buying San miguel beer, the statistically significant differences between the comparing groups was 0.05.