PENGARUH BAURAN PROMOSI TERHADAP KEPUASAN PELANGGAN PADA KEGIATAN FESTIVAL UMKM DI DINAS KOPERASI DAN UMKM KOTA BANDUNG - Dewi Umayani; Arif Yusuf Hamali (Pascasarjana STIE Amkop Makassar, 2020)
ABSTRAK Penelitian ini dilakukan pada Kegiatan Festival UMKM di Dinas Koperasi dan UMKM Kota Bandung, bertujuan untuk mengetahui korelasi bauran promosi dan kepuasan pelanggan, serta untuk menganalisis pengaruh bauran promosi terhadap kepuasan pelanggan pada Kegiatan Festival UMKM di Dinas Koperasi dan UMKM Kota Bandung. Responden pada penelitian ini sebanyak 56 orang, yang dipilih dengan menggunakan teknik sampel jenuh atau sensus. Metode yang digunakan adalah deskriptif dan asosiatif, yang menguji pengaruh variabel bebas dan variabel terikat menggunakan analisis korelasi Pearson Product Moment, dan juga dilakukan pengujian untuk menentukan akurasi pengukuran menggunakan uji validitas dan uji reliabilitas. Hasil uji validitas dan reliabilitas variabel X dan Y semuanya menyatakan valid dan reliabel. Hasil penelitian menunjukkan bahwa bauran promosi berada dalam kategori baik, dan kepuasan pelanggan berada dalam kategori baik. Hasil penelitian menunjukkan adanya korelasi bauran promosi terhadap kepuasan pelanggan pada Kegiatan Festival UMKM di Dinas Koperasi dan UMKM Kota Bandung, dan berdasarkan interpretasi korelasi Pearson Product Moment maka hubungan ini berada dalam hubungan yang cukup kuat. Hasil penelitian menunjukkan bahwa hipotesis terbukti: terdapat pengaruh bauran promosi terhadap kepuasan pelanggan pada Kegiatan Festival UMKM di Dinas Koperasi dan UMKM Kota Bandung. Kata Kunci: Bauran Promosi, Kepuasan Pelanggan. ABSTRACT This research was conducted at Festival Activity of Micro Small Medium Business in Agency of Cooperative and Micro Small Medium Business of Bandung City, aimed to know the correlation of promotion mix and customer satisfaction, and also to analyze the influence of promotion mix to customer satisfaction at Festival Activity of Micro Small Medium Business in Agency of Cooperative and Micro Small Medium Business of Bandung City. Respondents of this research are 56 people, selected using saturated or census sampling technique. The method use is descriptive and associative, which tests the influence of dependent and independent variables using Pearson Product Moment correlation analysis, and also done to determine the accuracy of measurement using validity and reliability test. Result of the validity and reliability test of variables X and Y express all valid and reliable. The result showed that promotion mix at Festival Activity of Micro Small Medium Business in Agency of Cooperative and Micro Small Medium Business of Bandung City is in the category of good and customer satisfaction is in the category of good. Results showed there is the correlation of promotion mix to customer satisfaction at Festival Activity of Micro Small Medium Business in Agency of Cooperative and Micro Small Medium Business of Bandung City, and based on the interpretation of Pearson Product Moment correlation, this relationship is in the criteria of strong enough. The result showed that the hypothesis is proved: there is the influence of promotion mix to customer satisfaction at Festival Activity of Micro Small Medium Business in Agency of Cooperative and Micro Small Medium Business of Bandung City. Keywords: Promotion Mix, Customer Satisfaction.