PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGANPADA PT. TELEKOMUNIKASI TBK DI SURABAYA

Abstract

The purpose of this research is to find out and to test the influence of product, price, promotion, place,
people, process, and customer service variables to the customer satisfaction at PT. Telekomunikasi
Indonesia Tbk in Surabaya. The population is all customers who use the service of PT. Telekomunikasi
Indonesia Tbk in Surabaya and the samples are 80 respondents.The data analysis technique has been
done by using multiple linear regressions analysis which is meant to calculate the magnitude of
regression coefficient in order to show the great influence of product, price, promotion, place, people,
process, and customer service variables to the customer satisfaction. Meanwhile, the goodness of fit (F
test) is used to test the model feasibility in the research. The result of the F test examination shows that
this regression model is feasible to be used.The result of the t test shows that product, price, promotion,
place, people, process, and customer service variables have positive and significant influence to the
customer satisfaction of PT. Telekomunikasi Indonesia Tbk in Surabaya. Meanwhile, price is the
variable which has dominant influence to the customer satisfaction of PT. Telekomunikasi Indonesia
Tbk
in Surabaya.

Keywords: product, customer service, and customer satisfaction