PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUASAN KONSUMEN JALAN TOL SURAMADU

Abstract

This research is meant to find out whether product, price, place, promotion, process, personal, physical evidence and quality gives significant influence to the customer satisfaction of the Suramadu Highway.The population of this research is all customers who have ever used Suramadu Highway. The population of this research is infinite. The sample collection technique has been done by using non probability sampling method, and the selection of samples has been done by using purposive sampling. This research has issued questionnaires to collect the data from the predetermined respondents. The analysis technique has been carried out by using multiple linier regressions analysis.The result of test show that product, price, place, promotion, and process gives partial influence to the customer satisfaction of Suramadu Highway. Meanwhile, people, physical evidence, and quality partially do not give any influence to the customer satisfaction of Suramadu Highway.The company have to give attention to the service of marketing mix and it’s elements by implementing better service marketing mix strategy, it is expected that the service which the company provides can gives satisfaction to the customer, by not ignoring other factors which are not studied in this research.
Keywords: product, price, place, promotion, customer satisfaction.