ANALISIS KEPUASAN PELANGGAN MELALUI KOMUNIKASI PEMASARAN MOBIL MITSUBISHI( Studi Pada Pelanggan PT.Sunstar Motor Cabang Singosari – Malang )

Utis Seniwati, Reni (2008) ANALISIS KEPUASAN PELANGGAN MELALUI KOMUNIKASI PEMASARAN MOBIL MITSUBISHI( Studi Pada Pelanggan PT.Sunstar Motor Cabang Singosari – Malang ). Other thesis, University of Muhammadiyah Malang.

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Abstract

Development which happened in business world at global era was faced to the sharper competition, whether in domestic market or international market. Communication was became the most important part to send a message. Communication related one person to another. Just like as T. May Rudi (2005:1) told, Communication is an information sending process, message, idea, or understanding through meaningful signs, whether in verbal or nonverbal from person or group aimed to get understanding or deal. As stated by the definition of communication, the organization needs to create communication with all parties in order to reach personal understanding each other to progress the organization. Good communication would balanced people will with the company destination. Good relationship would create customer satisfaction to the service given by organization. Customer satisfaction was so important for the organization, service and would increase customer loyalty to the organization. The research aimed to find out the customer satisfaction through marketing communication of PT. Sunstar Motor Singosari Branch – Malang In this research, the writer used customer satisfaction theory or customer satisfaction concept where the customer would be satisfied if the customer needs fulfilled well by the company. If the need, will, and hope of the customer unfilled, the customer wouldn’t be satisfied with the organization performance (Rangkuti, 2006:24) The research used survey technique with single description variables. Data source or data collection technique used primary data by questionnaire by respondents fit with research criteria, secondary data by doing interview to PT. Sunstar Motor to find customer’s file fit with the research criteria. Population in this research was all customer of PT. Sunstar Motor which fit with research criteria. Sampling used purposive sampling method by deciding certain characteristic. Data analysis based on respondents respond in each question divided into four indicator of service quality which consisted of: reliability, the research showed reliability = 542; awareness, the research showed awareness = 563. Empathy, the research showed empathy = 558. Final analysis found that the average customer determination through marketing communication of PT. Sunstar Motor = 3.2. From final analysis, there could be concluded that in product service, they were lack of needs, will and hope or respondents still unsatisfied with the service given by PT. Sunstar Motor.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 08 Jun 2012 06:51
Last Modified: 08 Jun 2012 06:51
URI: http://eprints.umm.ac.id/id/eprint/6838

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