ANALISIS KEBIJAKAN PEMASARAN TERHADAP KEPUASAN PELANGGAN PADA PT. SUCOFINDO SURABAYA

Dewi, Novi Sintya (2007) ANALISIS KEBIJAKAN PEMASARAN TERHADAP KEPUASAN PELANGGAN PADA PT. SUCOFINDO SURABAYA. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research is a case study on PT. Sucofindo Surabaya with the title "Marketing Policy Analysis Of Customer Satisfaction In. Sucofindo Surabaya ". The variables used in this study is comprised of customer satisfaction as the dependent variable and marketing policies as the independent variable. The data used is the questionnaire distributed to the customer (company), PT. Sucofindo Surabaya. The purpose of this study is to investigate the influence of marketing to customer satisfaction policy and marketing policy variables what is the dominant influence on customer satisfaction. In this study, the authors take two hypothesis that is allegedly marketing policies have an influence on customer satisfaction on PT. Sucofindo Surabaya. And variable products are dominant influence on customer satisfaction Analyst tool that is used to determine the effect of marketing policy on customer satisfaction is logistic regression. Then to find out the dominant variable in contributing to customer satisfaction using the formula of partial correlation. Results of logistic regression equations using Z = 3.963 to 1015 (X1) + 0.328 (X2) + 0.411 (X3) - 0.136 (X4) + 0.886 (X5) + 0.100 (X6) - 0.206 (X7). As for the dominant variable is known that the variable product policy is the dominant variable on customer satisfaction in PT. Sucofindo with partial correlation value of 0.3180. From the results of logistic regression it was found that hypothesis I is rejected because it turned out that the dominant product policy variables and hypothesis II accepted. Based on the above conclusion, the author gives advice on PT. Surabaya Sucofindo should still consider the policy that consists of product marketing, pricing, promotion, distribution channels, people / person, physical evidence, physical evidence, and processes. Because it is an important factor affecting customer satisfaction PT. Sucofindo Surabaya. It is expected that a good marketing policy, the customer satisfaction PT. Sucofindo Surabaya for the better.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Zainul Afandi
Date Deposited: 23 May 2012 04:49
Last Modified: 23 May 2012 04:49
URI: http://eprints.umm.ac.id/id/eprint/5762

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