Effect of social media and company image on customer satisfaction at PT Star Multi Exchange, Medan

Jimmy, Jimmy (2022) Effect of social media and company image on customer satisfaction at PT Star Multi Exchange, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer PT Star Multi Exchange experienced a decline in customer satisfaction caused by declining company image and less active social media. The objective of this research is investigate Social Media and Company Image have effect on Customer Satisfaction at PT Star Multi Exchange, Medan. The theory used in this study is entrepreneurship, family business, social media, company image and customer satisfaction. This research was conducted using quantitative, descriptive, and causal. The total of population is 174 customer and sample is 122 customer through simple random sampling. Data is collected by distributing questionnaires, interview and documentation. The result of the hypothesis test shows that Social Media and Company Image have partial and simultaneously effect towards Customer Satisfaction at PT Star Multi Exchange, Medan. Furthermore, Social Media and Company Image have 37.25 influence on Customer Satisfactio. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, linearity test, multiple linear regression test and the equation is Customer Satisfaction = 23.426 + 0.275 Social Media + 0.376 Company Image + e Recommendations for the PT Star Multi Exchange, Medan can improved by recruiting employees who could create content and provide satisfactory service. / Pelanggan PT Star Multi Exchange mengalami penurunan kepuasan pelanggan yang disebabkan oleh menurunnya citra perusahaan dan media sosial yang kurang aktif... Tujuan dari penelitian ini adalah untuk mengetahui Media Sosial dan citra perusahaan yang berpengaruh terhadap kepuasan pelanggan pada PT Star Multi Exchange, Medan. Teori yang digunakan dalam penelitian ini adalah kewirausahaan, bisnis keluarga, media sosial, citra perusahaan dan kepuasan pelanggan. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, deskriptif, dan kausal. Jumlah populasi adalah 174 pelanggan dan sampel adalah 122 pelanggan melalui simple random sampling. Data dikumpulkan dengan menyebarkan kuesioner, wawancara dan dokumentasi. Hasil uji hipotesis menunjukkan bahwa media sosial dan citra perusahaan berpengaruh secara parsial dan simultan terhadap kepuasan pelanggan di PT Star Multi Exchange, Medan. Selain itu, media sosial dan citra perusahaan memiliki pengaruh 37,25 Terhadap Kepuasan Pelanggan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji linieritas, uji regresi linier berganda dan persamaannya adalah kepuasan pelanggan = 23,426 + 0,275 media sosial + 0,376 citra perusahaan + e. Rekomendasi untuk PT Star Multi Exchange, Medan dapat ditingkatkan dengan merekrut karyawan yang memiliki kemampuan membuat konten dan memberikan pelayanan yang memuaskan.

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