KEPUASAN PELANGGAN CORE.ID KOTA BATANG BERDASARKAN KUALITAS PELAYANAN, DISKON HARGA DAN EXPERIENTAL MARKETING
Abstract
Permasalahan jaringan internet pada era sekarang sudah menjadi kebutuhan primer dari Core.id yaitu sebuah Perusahaan yang bergerak di relay telekomunikasi/jaringan internet yang bertujuaan untuk membantu masyarakaat luas menikmati jaringan internet murah dan berkualitas. Dalam penelitian ini faktor-faktor yang dapat mempengaruhi Kepuasan Pelanggan Core. Id Batang, Jawa Tengah adalah kualitas pelayanan, diskon harga dan experiental marketing. Penelitian ini bertujuan untuk menganalisa pengaruh dari variabel kualitas pelayanan, diskon harga dan experiental marketing terhadap Kepuasan Pelanggan Core. Id Batang, Jawa Tengah.
Dalam penelitian ini responden penelitiannya adalah 51 pelanggan Core. Id Batang, Jawa Tengah. Analisis ini meliputi uji instrumen (uji validitas, uji reliabilitas), uji asumsi klasik (uji normalitas dengan kromogorov smirnov, uji multikolinearitas, uji heteroskedastisitas dengan glejser), analisis regresi berganda, uji hipotesis melalui uji t, uji F, dan uji koefisien determinasi.
Hasil penelitian ini membuktikan bahwa secara simultan tingkat signifikan adalah 0,000 < 0,05, yang menunjukan bahwa model fit atau layak dijadikan model penelitian. Dan pengujian secara parcial menjelaskan bahwa variabel kualitas pelayanan dan experiental marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. sedangkan variabel diskon harga tidak berpengaruh terhadap Kepuasan Pelanggan. koefisien determinasi menunjukan nilai Adj R2 diperoleh sebesar 0,834 yang artinya 83.4% variasi dari Kepuasan Pelanggan dapat dijelaskan oleh variabel-variabel independen kualitas pelayanan, diskon harga dan experiental marketing, sedangkan sisanya dipengaruhi oleh variabel lain diluar model penelitian ini.
Kesimpulan dari penelitian ini adalah variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Semakin baik kualitas pelayanan, maka semakin meningkat Kepuasan Pelanggan. Variabel experiental marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Semakin baik experiental marketing, maka semakin meningkat Kepuasan Pelanggan. dan diskon harga tidak berpengaruh terhadap Kepuasan Pelanggan. Saran yang diajukan pada agenda penelitian yang akan dilaksanakan mendatang diharapkan dapat menambahkan variable-variabel bebas yang mempengaruhi Kepuasan Pelanggan misalnya variable lokasi dan fleksibiliti.
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References
Mubarok, Ali. 2018. Pengaruh Kualitas Pelayanan, Brand Equity dan Kualitas Produk terhadap Kepuasan Pelanggan (Studi kasus pada PT. Immortal Cosmedika Indonesia Wilayah Tangerang Selatan)”. Jurnal Pemasaran Kompetitif. Manajemen Pemasaran ISSN N0. (PRINT) 2598-0823, (ONLINE) 2598-2893. Vol.1, No.3/ April 2018.
Prihandoyo. C. (2019). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan JNE cabang Balikpapan. Jurnal GeoEkonomi, 10(1), 116-129. https://jurnal.fem.uniba-bpn.ac.id/index.php/geoekonomi/article/download/59/29
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