Hutomo, Bobby Yoga (2017) Pengaruh Bauran Pemasaran Terhadap Kepuasan Pelanggan Pdam Kota Malang (Studi Pada Pelanggan Kecamatan Lowokwaru). Sarjana thesis, Universitas Brawijaya.
Abstract
Penggunaan bauran pemasaran merupakan bagian dari pengembangan strategi pemasar untuk meningkatkan kepuasan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan, parsial, dan variabel mana yang paling dominan atas bauran pemasaran jasa yang terdiri dari variabel product, price, place, promotion, people, process, dan physical evidence terhadap kepuasan pelanggan PDAM Kota Malang (Studi Pada Pelanggan Kecamatan Lowokwaru). Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden yang diambil dari populasi pelanggan PDAM Kota Malang Kecamatan Lowokwaru. Pengambilan sampel menggunakan teknik purposive sampling. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji F dan uji t. Teknik analisis data menggunakan analisis regresi linier berganda. Hasil dari penelitian melalui analisis regresi linier berganda maka dapat disimpulkan bahwa variabel kepuasan pelanggan (Y) dipengaruhi oleh variabel product (X1) sebesar 0,248, price (X2) sebesar 0,171, place (X3) sebesar 0,167, promotion (X4) sebesar 0,139, people (X5) sebesar 0,159, process (X6) sebesar 0,159, dan physical evidence (X7) sebesar 0,165. Dalam penelitian ini pengaruh bauran pemasaran sebesar 82,7% terhadap kepuasan pelanggan. Berdasarkan uji F maka variabel product, price, place, promotion, people, process, dan physical evidence berpengaruh secara simultas terhadap kepuasan pelanggan. Berdasarkan uji t maka variabel product, price, place, promotion, people, process, dan physical evidence berpengaruh secara parsial terhadap kepuasan pelanggan, untuk variabel yang berpengaruh dominan terhadap kepuasan pelanggan yaitu vairabel product
English Abstract
The use of the marketing mix is part of developing a marketing strategy to increase customer satisfaction. This study aims to determine the effect of simultaneous, partial, and which variables are the most dominant over the marketing mix of services consisting of product, price, place, promotion, people, process, and physical evidence of customer satisfaction PDAM Malang City (Study on Customer Subdistrict of Lowokwaru). This type of research is explanatory research that explains the causal relationship between the variables through hypothesis testing. This study used a sample of 100 respondents taken from the population of PDAM customers Malang City Lowokwaru District. Sampling using purposive sampling technique. The test equipment used to test the instrument of this research in the form of validity test, reliability test, and classical assumption test. Hypothesis test was performed using F test and t test. Data analysis technique using multiple linear regression analysis. The result of the research through multiple linear regression analysis can be concluded that customer satisfaction variable (Y) is influenced by Product (X1) of 0.248, price (X2) of 0.171, place (X3) of 0.167, promotion (X4) of 0.139, people (X5) of 0.159, process (X6) of 0.159, and physical evidence (X7) of 0.165. In this research the influence of marketing mix equal to 82,7% to customer satisfaction. Based on the F test, the product, price, place, promotion, people, process, and physical evidence variables simultaneously affect customer satisfaction. Based on the t test, the product, price, place, promotion, people, process, and physical evidence variables partially influence customer satisfaction, for the dominant variable affecting customer satisfaction is vairabel product.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/547/051710522 |
| Uncontrolled Keywords: | Bauran Pemasaran Jasa, Kepuasan Pelanggan, dan PDAM Kota Malang, Marketing Mix, Customer Satisfaction, and PDAM Malang City. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 Nov 2017 01:22 |
| Last Modified: | 28 Sep 2020 18:57 |
| URI: | http://repository.ub.ac.id/id/eprint/6236 |
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