PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN PADA PT. UNITED MOTOR CENTRE (UMC)

Abstract

ABSTRACT
Customers’ dissatisfaction or satisfaction is customer behavior after they purchase. Factor that can influence
customer purchasing decision to the product is product, price, promotion, and distribution or it is commonly
known as marketing mix. This research is meant to find out the influence of product, price, promotion, and place,
and promotion either simultaneously or partially to the customer’s satisfaction. The respondents are 50 people
who purchase automobile at PT United Motor Center (UMC) Suzuki Surabaya. Coefficient The multiple linear
regression, F-test, t-test, and partial determination (r2) are used as the analysis technique. It can be concluded
from the analysis that the whole independent variables: product, price, place, and promotion simultaneously
have an influence to be customer’s satisfaction. The result also shows that the research model is adequate. Based
on the result of t-test it has been found that partially product, price, place, and promotion have an influence to be
customer’s satisfaction since all independent variables have significant value < 0.05. It has been found from the
result of partial determination coefficient that place variable has dominant influence to the saving decision of
customer’s satisfaction since it has the biggest determination coefficient value that is 24.0%.

Keywords: Product, Price, Place, Promotion, and Satisfaction