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Yogi November, Yogi
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Decision Sciences, Operations Research & Management

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ANALISIS PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK ONLINE Farida, Ida; Tarmizi, Achmad; November, Yogi
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 1 No 1 (2016)
Publisher : Economic Faculty, Attahiriyah Islamic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (161.562 KB) | DOI: 10.36226/jrmb.v1i1.8

Abstract

The purpose of this study is to examine the impact of seven elements of marketing mix (product, price, place, promotion, people, process and physical evidence) on customer satisfaction of GOJEK users. Data were collected from 90 customers residing in South Jakarta using self-reporting questionnaires. Factor analysis is used to validate the instrument and regression analysis was used to test the hypotheses. The results showed that although the elements of the marketing mix simultaneously significant effect on customer satisfaction, however partially, only the product have a significant effect on customer satisfaction (p-value 0.045). Based on these findings, the future research needs to re-examine the influence of marketing mix elements on customer satisfaction, in particular, transport mode users GOJEK by increasing the sample size and expanding the area of research so that research results can be generalized. Keywords: Product, Price, Promotion, Place, Process, People, Physical Evidence, Satisfaction
Co-Authors A.A. Ketut Agung Cahyawan W Achmad Tarmizi