PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN PADA RAMAYANA PTC PULOGADUNG JAKARTA TIMUR

Pratiwi, Indah (2019) PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN PADA RAMAYANA PTC PULOGADUNG JAKARTA TIMUR. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap kepuasan pelanggan pada Ramayana PTC Pulogadung Jakarta Timur. Strategi penelitian adalah strategi assosiatif. Tehnik pengambilan sampel menggunakan sampling purposive. Populasi di dalam penelitian adalah keseluruhan pelanggan Ramayana PTC Pulogadung. Responden sebanyak 100 pelanggan. Metode analisis menggunakan analisis Koefisien Determinasi parsial dan berganda, serta uji hipotesis dengan bantuan program IBM SPSS ((Statistical Package for Social Science) 25,0. Berdasarkan hasil analisis koefisien korelasi, hasil menunjukkan bahwa koefisien korelasi parsial Produk terhadap kepuasan pelanggan adalah sebesar -0,088, dengan nilai koefisien determinasi parsial (KDP) sebesar 0,7744%. Koefisien korelasi parsial Harga terhadap kepuasan pelanggan adalah sebesar sebesar 0,216 dengan nilai KDP sebesar 4,665%. Koefisien korelasi parsial Saluran Distribusi adalah sebesar -0,059 dengan nilai KDP sebesar 0,3481%. Koefisien korelasi parsial Promosi terhadap kepuasan pelanggan adalah sebesar 0,467 dengan nilai KDP sebesar 21,8089%. Koefisien korelasi berganda, bauran pemasaran terhadap kepuasan pelanggan adalah sebesar 0,516 dengan nilai Koefisien Determinasi Berganda sebesar 26,6256%. Berdasarkan hasil uji hipotesis secara parsial, Produk tidak berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai significance t 0,391>0,05. Harga berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai significance t 0,033<0,05. Saluran Distribusi tidak berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai significance t 0,564>0,05. Promosi berpengaruh signifikan terhadap kepuasan pelanggan dengan nilai 0,000<0,05. Dan hasil uji hipotesis secara simultan, bauran pemasaran berpengaruh terhadap kepuasan pelanggan dengan nilai significance F adalah sebesar 0,000<0,05. Kata kunci: Produk, Harga, Saluran Distribusi, Promosi, dan Kepuasan Pelanggan ABSTRACT The Purpose of this research is to determine in influence of marketing mix to customer satisfaction in Ramayana PTC Pulogadung East Jakarta. Researcher used associative strategy. The sampling in this research used purposive sampling technique. Customer of Ramayana PTC Pulogadung use as population and the data sample are 100 respondens. This research uses a correlation coefficient and determination coefficient, and hipotesis testing by IBM SPSS 25,0. Based on the results corelation coefficient, this result show corelation coefficient partial Product to customer satisfaction, about -0,088 with coefficient determination partial (KDP) 0,7744%. Corelation coefficient partial Price to customer satisfaction about 0,216 with (KDP) 4,665%. Corelation coefficient partial Place to customer satisfaction about -0,059, with (KDP) 0,3481%. Corelation coefficient partial Promotion to customer satisfaction about 0,467, with (KDP) 21,8089%. Corelation coefficient simultaneous marketing mix to customer satisfaction about 0,516, with coefficient of multiple determination 26,6256%. Based on the result partial hipotesis testing, product hasn’t a significant effect to customer satisfaction with significant t 0,391>0,05. Price has a significant effect to customer satisfaction with significant t 0,033<0,05. Place hasn’t a significant effect to customer satisfaction with significant t 0,564>0,05. Promotion has a significant effect to customer satisfaction with significant t 0,000<0,05. And based on the result simultaneous hipotesis testing, marketing mix has a significant effect to customer satisfaction with significant F 0,000<0,05. Keywords: Product, Price, Place, Promotion and Customer Satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorBurdah, AgustianUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 13 Dec 2021 03:45
Last Modified: 13 Dec 2021 03:45
URI: http://repository.stei.ac.id/id/eprint/6207

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