Pengaruh strategi marketing mix terhadap customer satisfaction dan customer loyalty

DETAIL KOLEKSI

Pengaruh strategi marketing mix terhadap customer satisfaction dan customer loyalty

Oleh : Ahmad Saefuddin

Info Katalog

Nomor Panggil : 022161070

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2021

Pembimbing 1 : Ganawati

Subyek : Customer satisfaction - Marketing

Kata Kunci : customer satisfaction customer loyalty, marketing mix, people, physical evidence, place, price, prod

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2021_TA_MJ_022161070_Halaman-Judul.pdf	10
2.	2021_TA_MJ_022161070_Lembar-Pengesahan.pdf	6
3.	2021_TA_MJ_022161070_Bab-1-Pendahuluan.pdf	7
4.	2021_TA_MJ_022161070_Bab-2-Landasan-Teori.pdf
5.	2021_TA_MJ_022161070_Bab-3-Metodologi-Penelitian.pdf
6.	2021_TA_MJ_022161070_Bab-4-Hasil-Penelitian.pdf
7.	2021_TA_MJ_022161070_Bab-5-Kesimpulan.pdf
8.	2021_TA_MJ_022161070_Daftar-Pustaka.pdf	2
9.	2021_TA_MJ_022161070_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh strategi service marketing mix terhadap customer satisfaction dan customer loyality. Sampel yang digunakan dalam penelitian ini sebanyak 200 responden. Metode penarikan sampel yang digunakan dalam study ini yaitu purposive sampling. Metode pengumpulan data dengan cara menyebarkan kuesioner secara online melalui google form kepada pelanggan travel Online yang telah membeli tiket Online di Traveloka. Metode analisa data yang digunakan adalah menggunakan metode regresi dengan aplikasi SPSS25.0. Hasil penelitian ini menunjukkan bahwa variabel product, place, promotion, process berpengaruh positif terhadap customer satisfaction dan Variabel price, people, physical evidence tidak berpengaruh positif terhadap customer satisfaction. Sementara variabel product, price, place, promotion, process berpengaruh positif terhadap customer loyality dengan variabel , people, physical evidence tidak berpengaruh positif terhadap customer loyality. Maka untuk meningkatkan laba perusahaan perusahaan mempertahankan variabel product yang telah terbukti memiliki pengaruh yang lebih kuat terhadap customer satisfaction customer loyalty dibandingkan dengan variabel lain.

T his study aims to analyze the effect of the service marketing mix strategy on customer satisfaction and customer loyalty. The sample used in this study were 200 respondents. The sampling method used in this study is purposive sampling. The data collection method is by distributing online questionnaires via google form to online travel customers who have purchased online tickets at Traveloka. The data analysis method used is the regression method with the SPSS25.0 application. The results of this study indicate that the product, place, promotion, process variables have a positive effect on customer satisfaction and the price, people, physical evidence variables have no positive effect on customer satisfaction. While product, price, place, promotion, process variables have a positive effect on customer loyalty with variables, people, physical evidence not having a positive effect on customer loyalty. So to increase the company's profit, the company maintains the product variable which has been shown to have a stronger influence on customer satisfaction and customer loyalty compared to other variables.