PENGARUH MARKETING PUBLIC RELATIONS (MPR) PT. INDOSAT OOREDO TERHADAP KEPUASAN PELANGGAN (Survey Pada Pengguna Provider Indosat Kec. Cibodas Tangerang)

YOMAN, MAD (2019) PENGARUH MARKETING PUBLIC RELATIONS (MPR) PT. INDOSAT OOREDO TERHADAP KEPUASAN PELANGGAN (Survey Pada Pengguna Provider Indosat Kec. Cibodas Tangerang). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The implementation of Marketing Public Relations (MPR) strategy is needed by each company. One of them is the telecommunications company Indosat Ooredoo. In the development of strategy, Indosat must be able to beat other telecommunication companies that are not less much better. Perceptions of intense price competition are enhanced, handling the quality of the products provided and the quality of the services that are more highlighted. It is done in order to obtain customer satisfaction. Therefore, this research aims to test empirically the influence of Marketing Public Relations (MPR) to customer satisfaction. Variables independent that used in this analysis are price, product quality and service quality. The dependent variable is customer satisfaction. The sample in this research is the community in the District Cibodas Tangerang City with random sampling method. The data were collected by questioner and distributed directly to Cibodas community as many as 270 respondents. The statistical method used the F statistic test which shows whether all the independent variables included in the model have a mutual influence on the dependent variable and the t statistic test showing how far one independent variable is individually in explaining the variation of the dependent variable with a significance level of 10%. The results of this research show that Marketing Public Relations (MPR) seen from the variable price perception and handling product quality significantly positively affect customer satisfaction, while looking at the variable service quality does not significantly affect customer satisfaction. Keywords: MPR, Price, Product Quality, Service Quality and Customer Satisfaction Penerapan strategi Marketing Public Relations (MPR) sangat dibutuhkan oleh tiap perusahaan. Salah satunya adalah perusahaan telekomunikasi Indosat Ooredoo. Dalam pengembangan strategi, Indosat harus dapat mampu mengalahkan perusahaan telekomunikasi lain yang tidak kalah jauh lebih baik. Persepsi persaingan harga yang gencar ditingkatkan, penanganan kualitas produk yang diberikan serta kualitas pelayanan yang lebih ditonjolkan. Hal itu dilakukan guna memperoleh kepuasan pelanggan. Untuk itu, penelitian ini bertujuan untuk menguji secara empiris pengaruh Marketing Public Relations (MPR) terhadap kepuasan pelanggan. Analisis ini menggunakan variabel independen yaitu harga, kualitas produk dan kualitas pelayanan. Variabel dependentnya adalah kepuasan pelanggan. Sampel pada penelitian ini adalah masyarakat yang ada di Kecamatan Cibodas Kota Tangerang, dengan metode random sampling. Pengumpulan data dilakukan dengan kuesioner dan disebarkan langsung ke masyarakat Cibodas sebanyak 270 responden. Metode statistik menggunakan uji statistik F yang menunjukkan apakah semua variabel independen yang dimasukkan dalam model mempunyai pengaruh secara bersama-sama terhadap variabel dependen dan uji statistik t yang menunjukkan seberapa jauh satu variabel independen secara individual dalam menerangkan variasi variabel dependen dengan tingkat signifikasi sebesar 10%. Hasil penelitian ini menunjukan bahwa Marketing Public Relations (MPR) dilihat dari variabel persepsi harga dan penanganan kualitas produk secara signifikan positif mempengaruhi kepuasan pelanggan, sedang dilihat dari variabel kualitas pelayanan tidak terlalu signifikan mempengaruhi kepuasan pelanggan. Kata Kunci : MPR, Harga, Kualitas Produk, Kualitas Pelayanan dan Kepuasan Pelanggan.

Item Type: Thesis (S2)
Call Number: TK/52/18/036
NIM: 55215120056
Uncontrolled Keywords: MPR, Harga, Kualitas Produk, Kualitas Pelayanan dan Kepuasan Pelanggan.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 08 May 2019 03:08
Last Modified: 08 May 2019 03:08
URI: http://repository.mercubuana.ac.id/id/eprint/47728

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