Agustya, Meiteor Novembri (2017) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUASAN PELANGGAN KARTU PASCABAYAR INDOSAT DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study is aims to analyze the effect of service marketing mix (product, price, place/distribution, promotion, people, process and physical evidence) to Indosat postpaid customer satisfaction. This research was conducted at PT. Indosat TBK, a telecomunication services company. The data used are primary data and secondary data. Secondary data are obtained from various sources such as books, journals and other published data. The primary data was obtained through the distribution of questionnaires to Indosat postpaid customers who came to Indosat outlet. The number of samples used in this research is 180. The sampling technique is done by accidental sampling, the data are processed with multiple linear regression equation with SPSS 24 to know the percentage of contribution contribution of independent variable on the dependent variable. The results showed that the product and price variables partially have a positive and significant effect on customer satisfaction while the variable place, promotion, person, process and physical evidence partially have a positive but not significant effect on customer satisfaction. This results also showed all dependent variable simultaneously influence to customer satisfaction. At the managerial level, this research can be used as a recommendation for PT. Indosat TBK in order to increase customer satisfaction of Indosat postpaid card. Keywords : Product, Price, Place, Promotion, People, Process, Physical Evidence, Customer Satisfaction Penelitian ini bertujuan untuk menganalisis hubungan bauran pemasaran jasa (produk, harga, saluran distribusi, promosi, orang, proses dan bukti fisik) terhadap kepuasan pelanggan. Penelitian ini dilakukan di PT. Indosat TBK, perusahaan menyedia jasa telekomunikasi. Data yang digunakan adalah data primer dan data sekunder. Data sekunder diperoleh dari berbagai sumber seperti buku, jurnal serta data lain yang dipublikasikan. Data primer diperoleh melalui penyebaran kuesioner kepada pelanggan kartu pascabayar Indosat yang datang ke gerai Indosat. Jumlah sampel yang digunakan dalam penelitian adalah 180. Teknik pengambilan sampel dilakukan dengan cara accidental sampling, data diolah dengan persamaan regresi linier berganda dengan SPSS 24 untuk mengetahui besaran prosentase sumbangan pengaruh variabel independen pada variabel dependen. Hasil penelitian menunjukan bahwa variabel produk dan harga secara partial berpengaruh positif dan signifikan terhadap kepuasan pelanggan sedangkan variabel tempat, promosi, orang, proses dan bukti fisik secara partial berpengaruh positif akan tetapi tidak signifikan terhadap kepuasan pelanggan. Sedangkan secara bersama-sama variabel dependen tersebut berpengaruh terhadap kepuasan pelanggan. Pada tingkat manajerial, penelitian ini dapat digunakan sebagai rekomendasi untuk PT. Indosat TBK dalam rangka meningkatkan kepuasan pelanggan kartu pascabayar Indosat. Kata kunci : Produk, Harga, Tempat, Promosi, Orang, Proses, Bukti Fisik, Kepuasan Konsumen
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55115110072 |
| Uncontrolled Keywords: | Product, Price, Place, Promotion, People, Process, Physical Evidence, Customer Satisfaction Produk, Harga, Tempat, Promosi, Orang, Proses, Bukti Fisik, Kepuasan Konsumen |
| 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: | Maulana Arif Hidayat |
| Date Deposited: | 11 Feb 2022 08:25 |
| Last Modified: | 11 Feb 2022 08:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55871 |
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