Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Konsumen Pada Samsung Store PTC Surabaya

Damayanti, Risky Ningrum (2020) Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Konsumen Pada Samsung Store PTC Surabaya. Undergraduate thesis, u.

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Abstract

Thesis title "Effect of Service Marketing Mix on Consumer Satisfaction at Samsung PTC Surabaya Store". This study aims to determine the effect of the marketing mix of services (products, prices, promotions, places / locations, people, processes, physical evidence) on customer satisfaction at the Samsung PTC Surabaya Store. Product (product) is the first element in the marketing mix. Because the product to be marketed will determine the company's position in the market. Price (price) right pricing done by the company for its products. Promotion (promotion) is an activity carried out by a company referring to efforts to influence consumers, to be able to create demand for a product to then be maintained and developed. Location (place) in an effort to expedite the flow of goods and services from producers to consumers. People (people) who interact directly with consumers in providing services. Process (Process) refers to the design and management of customer service processes, including managing requests and capacities and related waiting customers. Physical form (Physical evidence) or physical environment is also known as servicescape, the process of sending facilities and providing tangible evidence of images and service quality. The data analysis technique used is multiple linear regression which includes the F Test, T Test, and Classical Assumption Test. The findings of the analysis conclude that product, price, location and process variables significantly influence consumer satisfaction and promotion variables, people and physical evidence do not significantly influence consumer satisfaction.

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