The Effect of Product, Price, Place and Promotion on Customer Satisfaction: The Case of PT Palembang Agro Sejahtera South Sumatera

Dedy Pebrianto; Trisniarty Adjeng Moelyati; Maftuhah Nurrahmi

doi:10.47747/ijmhrr.v6i3.2881

Authors

Dedy Pebrianto Universitas Muhammadiyah Palembang, Indonesia
Trisniarty Adjeng Moelyati Universitas Muhammadiyah Palembang, Indonesia
Maftuhah Nurrahmi Universitas Muhammadiyah Palembang, Indonesia

DOI:

https://doi.org/10.47747/ijmhrr.v6i3.2881

Keywords:

Product, Price, Place, Promotion, Customer Satisfactio

Abstract

This study aims to determine 1) The Influence of Product, Price, Place and Promotion on Customer Satisfaction at PT Palembang Agro Sejahterah in South Sumatra, 2) The Influence of Product on customer satisfaction at PT Palembang Agro Sejahterah in South Sumatra, 3) The Influence of Price on Customer Satisfaction at PT Palembang Agro Sejahterah in South Sumatra, 4) The Influence of Place on Customer Satisfaction at PT Palembang Agro Sejahterah in South Sumatra, 5) The Influence of Promotion on Customer Satisfaction at PT Palembang Agro Sejahterah in South Sumatra. This type of research is quantitative descriptive. The variables used by researchers include product, price, place, promotion, and customer satisfaction. The sample in this study consisted of farmers who had shopped for PT Palembang Agro Sejahterah products, totaling 90 people selected by cluster random sampling. The data used in this study were primary data collected using a questionnaire. The data analysis technique used was multiple linear regression, as implemented in the SPSS Program Application. The results of this study indicate that (1) product, price, place, and promotion have a significant effect on customer satisfaction, (2) product has a significant effect on customer satisfaction, (3) price has a significant effect on customer satisfaction, (4) place has a significant effect on customer satisfaction. (5) promotion has a significant effect on customer satisfaction.

References

Fardyan, M.F. (2018). Pengaruh Bauran Pemasaran terhadap Kepuasan Pelanggan pada Bengkel AHASS Gono Motor Balung Jember. Magister Manajemen thesis, Universitas Muhammadiyah Jember. http://repository.unmuhjember.ac.id/8305/1/JURNAL.pdf

Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Manajemen. Jakarta: Erlangga. https://eprints.uis.ac.id/104/1/Pengantar%20Ilmu%20Manajemen%20Pemasaran.pdf

Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran. Jakarta: PT. Indeks Kelompok Gramedia. https://onesearch.id/Record/IOS6084.slims-5588

Laksana, M. F. (2019). Praktis memahami manajemen pemasaran. Sukabumi: CV Al Fath Zumar, 1. https://bintangpusnas.perpusnas.go.id/konten/BK6557/praktis-memahami-manajemen-pemasaran

Majid, R. (2023). Pengaruh Marketing Mix Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Bengkel DION Semarang) (Doctoral dissertation, Universitas Islam Sultan Agung). http://repository.unissula.ac.id/32558/

Setio, S., & Wahjudono, D. B. K. (2020). Pengaruh Marketing Mix Terhadap Kepuasan dan Loyalitas Customer Hotel Amaris Darmo Surabaya. EKUITAS (Jurnal Ekonomi dan Keuangan), 4(3), 396-420. https://ejournal.stiesia.ac.id/ekuitas/article/view/4558

Susanti, A. P., & Achmadi, F. (2020). Analisis Pengaruh Marketing Mix Terhadap Kepuasan Serta Loyalitas Pelanggan, Studi Kasus: CV. Sego Njamoer Outlet Cabang Sakinah Surabaya. Institut Teknologi Sepuluh November, 1–9. https://repository.its.ac.id/76429/1/9114201502-Master_Thesis.pdf

Tjiptono, F. (2016). Service, Quality & Satisfaction. Yogyakarta: CV Andi. https://inlislite.uin-suska.ac.id/opac/detail-opac?id=8580