Faktor-Faktor yang Mempengaruhi Kepuasan Pelanggan Pada Optik A. Samik

Abstract

Entering the era of globalization towards the Asean Economic Community (AEC) 2015, allows one country to sell goods and services easily so that competition will be tighter. The number of businesses that exist increasingly makes many companies interested in competing. To be able to win the competition in business, business people must plan marketing strategies to satisfy customer desires. This research uses quantitative methods with an associative approach, according to Sugiyono 2015, research that asks about the relationship between two or more variables. Data using primary data, namely data sourced from questionnaire results. The population in this study were customers who came to A.Samik optics. the sample used in this study were 61 respondents. the results of the coefficient of determination test show the magnitude of the influence of the independent variable on the dependent variable, which is 61.2%. The partial test results show that the variables Product, price, and people have an effect on customer satisfaction, while the promotion and place variables have no partial effect on customer satisfaction. The results of the simultaneous test show that the product, price, promotion, place, and people variables simultaneously affect the customer satisfaction variable, product, price, and people have a partially significant effect on customer satisfaction. Promotion and Place have no partial effect on customer satisfaction. Product, price, promotion, place, and people have a simultaneous effect on customer satisfaction.