FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN BERDASARKAN BAURAN PEMASARAN PADA PT. SUKSES SESAMA CABANG SIDOARJO

Abstract

This research aimed to find out the effect of product, price, location, and promotion on customers’ satisfaction at PT Sukses Sesama branch of Sidoarjo. Furthermore, the research population was customers who had purchased some products at PT Sukses Sesama branch of Sidoarjo. Since the research population was big and infinite, Lemeshow formula was used. Therefore, there were 98 respondents as a sample. Moreover, the data collection technique used a purposive sampling, in which the sample was based on the criteria given. In line with that, the instrument in the data collection technique used questionnaires. Additionally, the data was examined by both validity and reliability tests. The data analysis technique used multiple linear regression. According to the hypothesis test (t-test), it showed that: product, price, location, and promotion had a positive and significant effect on the customers’ satisfaction at PT Sukses Sesama branch of Sidoarjo. In addition, the result of the coefficient determination test (R2) showed that there was 0.650 R Square. It meant, the independent variables namely product, price, location, and promotions affected customers’ satisfaction for about 65%. While, the rest of the percentage was affected by other variables outside of the research.