PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN DAN IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN (Studi Kasus di PT PGC, Cikarang)

RAHARDJO, SUGENG BUDI (2015) PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN DAN IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN (Studi Kasus di PT PGC, Cikarang). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aimed to determine the effect of the Marketing Mix (Product, Price, Promotion, Distribution) to Customer Satisfaction and its implications for Customer Loyalty, a case study in PT PGC Cikarang. Where the Product, Price, Promotion, Distribution as an independent variable, and Customer Satisfaction and Customer Loyalty as the dependent variable. This study used Survey Method, which spread to the Customer Questionnaire remained PT PGC. The sample used type of Accidental Sample. From this research concluded that, the Price variable is a variable that strong affects to the Customer Satisfaction and Customer Loyalty, while the variable Product, Promotion, Distribution, does not significantly influence to the Customer Satisfaction and Customer Loyalty. The results also showed a strong relationship between Customer Satisfaction and Customer Loyalty. In this regard, it is suggested PT PGC to focus on the Price factor, in particular the Provision of Discounts and Terms of Payment in order to keep Customers Satisfied and implications for Customer Loyalty Keywords: Product, Price, Promotion, Distribution, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk mengetahui pengaruh Bauran Pemasaran yang terdiri dari : Produk, Harga, Promosi, Distribusi, terhadap Kepuasan Pelanggan dan Implikasinya terhadap Loyalitas Pelanggan, Studi Kasus di PT PGC Cikarang. Dimana Produk, Harga, Promosi, Distribusi sebagai variabel independen, dan Kepuasan Pelanggan dan Loyalitas Pelanggan sebagai variabel dependen. Dalam penelitian ini digunakan menggunakan Metode Survey, dimana kuesioner disebar kepada pelanggan tetap PT PGC. Sampel yang digunakan jenis Accidental Sample. Dari Hasil Penelitian didapatkan Harga merupakan variabel yang sangat berpengaruh kuat terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan, sedangkan variabel Produk, Promosi, Distribusi, tidak berpengaruh secara signifikan terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Hasil Penelitian juga menunjukan pengaruh yang kuat antara Kepuasan Pelanggan dengan Loyalitas Pelanggan. Sehubungan dengan hal tersebut, disarankan PT PGC Cikarang untuk fokus terhadap variabel Harga, khususnya Pemberian Diskon dan Lamanya Pembayaran agar pelanggan tetap mendapatkan Kepuasan Pelanggan sehingga berimplikasi kepada Loyalitas Pelanggan. Kata kunci : Produk, Harga, Promosi, Distribusi, Kepuasan Pelanggan, Loyalitas Pelanggan.

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