PENGARUH BAURAN PEMASARAN (PRODUK, HARGA, PROMOSI & DISTRIBUSI) CHEMICAL DIVISION PT. MERCK, Tbk, TERHADAP KEPUASAN PELANGGAN

Didafury, Kenty Ajeng (2015) PENGARUH BAURAN PEMASARAN (PRODUK, HARGA, PROMOSI & DISTRIBUSI) CHEMICAL DIVISION PT. MERCK, Tbk, TERHADAP KEPUASAN PELANGGAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This thesis was made in order to determine how much influence the marketing mix in this product, price, promotion and distribution of which has been done so far by the chemical division of PT. Merck, Tbk, to the satisfaction of its customers . The independent variables were examined in this study is the product, price, promotion and distribution of. The dependent variable studied is the customer satisfaction of PT. Merck Tbk, chemical division. In this study, data were collected through survey method, where we took a sample of 260 respondents from the customer population PT. Merck Tbk divison in the field of chemical engineering and mining industry that uses lab solution PT. Merck, Tbk. Data collection method used is through literature study, observation, questionnaires and interviews. From the results of this research note bahwaProduk, promotion and distribution has a positive and significant impact on customer satisfaction, while the price is not significantly affect customer satisfaction PT. Merck, Tbk. Distribution has a higher correlation to customer satisfaction compared with products and promotions. Keywords: Marketing Mix, Product, Price, Promotion, Distribution and Customer Satisfaction Tesis ini dibuat dengan tujuan untuk mengetahui seberapa besar pengaruh bauran pemasaran dalam hal ini produk, harga, promosi dan ditribusi yang telah dilakukan selama ini oleh chemical division PT. Merck, Tbk , terhadap kepuasan pelanggannya.. Variabel bebas yang diteliti dalam penelitian ini adalah produk, harga, promosi dan ditribusi . Sedangkan variabel terikat yang diteliti adalah kepuasan pelanggan dari PT. Merck Tbk, chemical division. Dalam penelitian ini, pengumpulan data dilakukan dengan metode survey, dimana kami mengambil sampel sebanyak 260 responden dari populasi pelanggan PT. Merck, Tbk chemical divison di bidang industry teknik dan pertambangan yang menggunakan lab solution PT. Merck, Tbk. Metode pengumpulan data yang digunakan adalah melalui studi pustaka, observasi, kuesioner dan interview. Dari hasil penelitian ini diketahui bahwaProduk, promosi dan distribusi memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan, sedangkan harga tidak berpengaruh secara signifikan terhadap kepuasan pelanggan PT. Merck, Tbk. Distribusi memiliki korelasi yang lebih tinggi terhadap kepuasan pelanggan dibandingkan dengan produk dan promosi. Kata Kunci : Bauran Pemasaran, Produk, Harga, Promosi, Distribusi dan Kepuasan Pelanggan.

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