Pengaruh social media marketing, price promotion, dan corporate social responsibility terhadap customer satifaction di Hokben Supermal Karawaci, Tangerang

Hardjono, Kaleb and Putra, Leonardi Satria and Maukar, Steven Henderik (2019) Pengaruh social media marketing, price promotion, dan corporate social responsibility terhadap customer satifaction di Hokben Supermal Karawaci, Tangerang. Bachelor thesis, Universities Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah social media marketing, price promotion, dan corporate social responsibility berpengaruh positif terhadap customer satisfaction di HokBen cabang Supermal Karawaci, Tangerang. Dalam penelitian ini, peneliti menghasilkan beberapa hipotesis yaitu (1) social media marketing berpengaruh positif terhadap customer satisfaction, (2) price promotion berpengaruh positif terhadap customer satisfaction, (3) corporate social responsibility berpengaruh positif terhadap customer satisfaction. Dalam penelitian ini, peneliti menggunakan pelanggan dari HokBen sebagai populasi yang ingin diteliti, dengan jumlah sampel sebesar 150 pelanggan yang terdiri dari 69 pria dan 81 wanita. Teknik sampel yang digunakan adalah snowball sampling. Selanjutnya pengujian hipotesis dilakukan dengan PLS-SEM dengan program SmartPLS 3.0. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif terhadap customer satisfaction, price promotion berpengaruh positif terhadap customer satisfaction, dan corporate social responsibility berpengaruh positif terhadap customer satisfaction.

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