ANALISIS PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK ONLINE

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Field Value
 
Title ANALISIS PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK ONLINE
 
Creator Farida, Ida
Tarmizi, Achmad
November, Yogi
 
Description The purpose of this study is to examine the impact of seven elements of marketing mix (product, price, place, promotion, people, process and physical evidence) on customer satisfaction of GOJEK users. Data were collected from 90 customers residing in South Jakarta using self-reporting questionnaires. Factor analysis is used to validate the instrument and regression analysis was used to test the hypotheses. The results showed that although the elements of the marketing mix simultaneously significant effect on customer satisfaction, however partially, only the product have a significant effect on customer satisfaction (p-value 0.045). Based on these findings, the future research needs to re-examine the influence of marketing mix elements on customer satisfaction, in particular, transport mode users GOJEK by increasing the sample size and expanding the area of research so that research results can be generalized.

Keywords: Product, Price, Promotion, Place, Process, People, Physical Evidence, Satisfaction
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2016-06-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/8
10.36226/jrmb.v1i1.8
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 1 No 1 (2016); 31-40
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/8/4
 
Rights Copyright (c) 2016 Jurnal Riset Manajemen dan Bisnis FE-UNIAT
http://creativecommons.org/licenses/by-nc/4.0
 

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