EMI WIJAYANTI, 1221011006 (2014) ANALYSIS THE INFLUENCE OF MARKETING MIX OF PREPAID ELECTRICITY CUSTOMER SATISFACTION (Case Study : PT PLN (PERSERO) UPJ WAY HALIM) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN LISTRIK PRABAYAR (Studi Kasus pada PT PLN (Persero) Unit Pelayanan Jaringan Way Halim). Masters thesis, Universitas Lampung.
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Abstract
This study departs from the influence of the marketing mix of prepaid electricity customer satisfaction consists of two variables, namely the marketing mix includes six subvariables there are Product, Price, Place, Promotion, Personal, and Process as a independent variable and customer satisfaction as a dependent variable. The goals are to know how the influence of the marketing mix of prepaid electricity customer satisfaction. In this study, a data analysis technique used is qualitative analysis, multiple linear regression analysis, correlation coefficient analysis, and multiple determination analysis with the respondents is a prepaid electricity customers as much as 100 customers. Based on results, of the research, it can be noted that simultaneous marketing mix positive and significant effect of the customers satisfaction, in the amount of 22,518 with sig 0,000. And based on the results of the determination coefficient analysis stated that the influence of marketing mix 59,2% concerning customers satisfaction. As for judging influence partially, the promotion features as a variable sub the greatest influence on customers satisfaction in the amount of 55,3% and the lowest influence are personal in the amount of 43,2%. Keywords: Customers satisfaction of prepaid electricity, Product, Price, Place, Promotion, Personal, and Process Penelitian ini berangkat dari pengaruh bauran pemasaran terhadap kepuasan pelanggan listrik prabayar PT PLN (Persero) UPJ Way Halim terdiri dari dua variabel, yaitu variabel bauran pemasaran meliputi enam subvariabel yaitu Product, Price, Place, Promotion, Personal, dan Process sebagai variabel bebas dan variabel kepuasan pelanggan sebagai variabel terikat. Tujuan penelitian ini adalah untuk mengetahui pengaruh bauran pemasaran terhadap kepuasan pelanggan listrik prabayar. Dalam penelitian ini, teknik analisis data yang digunakan adalah analisis kualitatif, analisis regresi linear berganda, analisis korelasi berganda dan analisis koefisien determinasi, dengan respondennya adalah pelanggan listrik prabayar PT PLN(Persero) UPJ Way Halim sebanyak 100 pelanggan. Berdasarkan hasil penelitian, dapat diketahui bahwa secara simultan bauran pemasaran berpegaruh secara positif dan signifikan terhadap kepuasan pelanggan, yaitu sebesar 22,518 dengan sig 0,000. Dan dilihat dari hasil analisis koefisien determinasi menyatakan bahwa bauran pemasaran memberikan pengaruh sebesar 59,2% terhadap kepuasan pelanggan. Adapun dilihat dari pengaruh secara parsial atau individu, sub-variabel Promosi yang memiliki pengaruh yang paling besar terhadap kepuasan pelanggan yaitu sebesar 55,3% dan yang memiliki pengaruh yang paling rendah adalah sub-variabel Personal/SDM yaitu sebesar 43,2%. Kata Kunci: Kepuasan pelanggan listrik prabayar, Product, Price, Place, Promotion, Personal, dan Process.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | A General Works = Karya Karya Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen S2 |
| Depositing User: | A.Md Cahya Anima Putra . |
| Date Deposited: | 29 Sep 2014 01:52 |
| Last Modified: | 29 Sep 2014 01:52 |
| URI: | http://digilib.unila.ac.id/id/eprint/3430 |
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