Yasmine, Cindy (2024) The influence of marketing mix (product, price, place, and promotion) and service quality on customer satisfaction at PT Jaya Mandiri Bangunan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Consumer Satisfaction is a condition where consumers' needs, desires, and expectations for a product and service are followed or fulfilled by the appearance of the product and service. Two factors that seem to influence attracting customers to their satisfaction are the marketing mix and service quality, so this research aims to find out whether the marketing mix and service quality can influence consumer satisfaction at PT. Jaya Mandiri Bangunan. In this research, the research design used was a quantitative descriptive method with the SPSS 25 application, the population was 552 and with the Slovin formula, the sample size was 84 respondents. This type of research is Multiple Linear Regression Analysis as a data analysis method. The result of this research shows that the marketing mix (product, price, location, promotion) and service quality simultaneous have significant influence on consumer satisfaction at PT. Jaya Mandiri Bangunan. Products have a significant influence on consumer satisfaction at PT. Jaya Mandiri Bangunan. Price has no influence on consumer satisfaction at PT. Jaya Mandiri Bangunan Place has no influence on customer satisfaction at PT. Jaya Mandiri Bangunan. The promotion has a significant influence on consumer satisfaction at PT. Jaya Mandiri Bangunan. Service quality also has a significant influence on customer satisfaction at PT. Jaya Mandiri Bangunan. PT. Jaya Mandiri Bangunan is suggested to provide brands with quality products, prices that tend to be affordable, places that are comfortable and easy to access, promote products, and improve employee service./ Kepuasan Konsumen Kepuasan konsumen adalah suatu kondisi dimana kebutuhan, keinginan dan harapan konsumen terhadap sebuah produk dan jasa, sesuai atau terpenuhi dengan penampilan dari produk dan jasa. Dua faktor yang tampaknya memberikan pengaruh untuk menarik pelanggan terhadap kepuasannya adalah bauran pemasaran dan kualitas pelayanan, sehingga tujuan dari penelitian ini adalah untuk mengetahui bauran pemasaran dan kualitas pelayanan dapat berpengaruh terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. Dalam penelitian ini, desain penelitian yang digunakan adalah metode deskriptif kuantitatif dengan aplikasi SPSS 25 dimana jumlah populasi adalah 552 dan dengan rumus Slovin jumlah sampel menjadi 84 responden. Jenis penelitian ini adalah Analisis Regresi Linier Berganda sebagai metode analisis data. Hasil dari penulisan ini menunjukkan bahwa bauran pemasaran (produk, harga lokasi, promosi) dan kualitas pelayanan memiliki hubungan simultan yang signifikan terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. Secara parsial produk berpengaruh signifikan terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. Harga tidak berpengaruh terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. Lokasi tidak berpengaruh terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. Promotion berpengaruh signifikan terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. Juga, kuaitas pelayanan juga berpengaruh signifikan terhadap kepuasan konsumen pada PT. Jaya Mandiri Bangunan. PT. Jaya Mandiri Bangunan disarankan untuk penyediakan brand dengan produk yang berkualitas, harga yang cenderung terjangkau, tempat yang nyaman dan mudah untuk diakses, melakukan promosi terhadap produk-produk, dan meningkatkan pelayanan karyawan.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Product, Price, Place, Promotion, Service Quality, Consumer Satisfaction | ||||||||
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Cindy Yasmine | ||||||||
Date Deposited: | 31 Jul 2024 07:24 | ||||||||
Last Modified: | 31 Jul 2024 07:24 | ||||||||
URI: | http://repository.uph.edu/id/eprint/64473 |
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