Tobing, Yehezkiel Lamora Lumban (2025) ANALISIS PERAN PROGRAM TANGGUNG JAWAB SOSIAL PERUSAHAAN, PROMOSI PENJUALAN, DAN KUALITAS PELAYANAN TERHADAP KINERJA PEMASARAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN. S2 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengamati hubungan antara program CSR, promosi penjualan dan kualitas pelayanan terhadap kinerja pemasaran yang dimediasi oleh kepuasan pelanggan pada produk RTD Adem Sari Chingku, yang mengambil studi kasus di Kota Bogor. Metode analisis data yang digunakan adalah statistik deskriptif dan inferensial dengan menggunakan Partial Least Square (PLS). Populasi yang dipilih adalah pemilik toko yang terdaftar sebagai langganan distributor Enesis Group. Jumlah populasi dalam penelitian ini sebanyak 2568 dan diambil sampel sebanyak 335 toko. Analisis yang digunakan adalah uji validitas, uji reliabilitas dan koefisien determinasi. Penelitian ini menemukan bahwa CSR berpengaruh positif dan signifikan terhadap kinerja pemasaran, promosi penjualan berpengaruh positif dan signifikan terhadap kinerja pemasaran, kualitas pelayanan berpengaruh positif dan signifikan terhadap kinerja pemasaran. Kepuasan pelanggan memediasi pengaruh CSR terhadap kinerja pemasaran, kepuasan pelanggan memediasi pengaruh promosi penjualan terhadap kinerja pemasaran, kepuasan pelanggan memediasi pengaruh kualitas pelayanan terhadap kinerja pemasaran. This study aims to observe the relationship between CSR programs, sales promotions and service quality on marketing performance mediated by customer satisfaction on Adem Sari Chingku RTD products, which takes a case study in Bogor City. The data analysis method used descriptive and inferential statistics using Partial Least Square (PLS). Customer of Enesis Group are the population in this study. Total population of this study was 2568 with 335 samples were taken. Analysis used is test of validity, reliability test and coefficient of determination. This study found that CSR has a positive and significant effect on marketing performance, sales promotion has a positive and significant effect on marketing performance, service quality has a positive and significant effect on marketing performance. Customer satisfaction mediates the effect of CSR on marketing performance, customer satisfaction mediates the effect of sales promotion on marketing performance, customer satisfaction mediates the effect of service quality on marketing performance.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55122120051 |
| Uncontrolled Keywords: | Kinerja Pemasaran, Kepuasan Pelanggan, Promosi Penjualan, Tanggung Jawab Sosial Perusahaan Marketing Performance, Customer Satisfaction, Service Quality, Sales Promotion, Corporate Social Responsibility |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 15 Feb 2025 06:24 |
| Last Modified: | 15 Feb 2025 06:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94268 |
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