Pengaruh Bauran Pemasaran (7P) Terhadap Kepuasan Pelanggan Pengguna Jasa di Beatcom Laptop Lumajang

  • Eli Yunita STIE Widya Gama Lumajang
  • Sukma Irdiana STIE Widya Gama Lumajang
  • Kusnanto Darmawan STIE Widya Gama Lumajang
Keywords: Marketing Mix, Customer Satisfaction

Abstract

This study aims to determine the effect of marketing mix (7P) on customer satisfaction of service users in Beatcom Laptop Lumajang, both partially and simultaneously. This research is a causal assosiative research using a quantitative booster. The population of this research is Beatcom Laptop Lumajang customers. Sampling technique using purposive sampling method. Data analysis method used is multiple linear regression analysis method which is processed using SPSS 16.0 for windows program. The result of research shows that for price, location, physical evidence, people, process have influence and product and promotion variable have no influence to customer satisfaction of service user. While simultaneously there is influence of product, price, location, promotion, physical proof, person, process to customer service user satisfaction with coefficient of determination (adjusted R2) obtained by 0,734 indicating that 73,4% customer satisfaction service user can explained by product , price, location, promotion, physical proof, person, and process while the rest 26.6% customer satisfaction is influenced by other variables that are not examined in this research.

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Published
2018-08-24