ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN KARTU PASCABAYAR HALO DI KOTA AMUNTAI

Authors

  • ROHANA FARIDAH FAKULTAS SYARIAH DAN EKONOMI ISLAM IAIN ANTASARI
  • NOOR RISMAWATI

DOI:

https://doi.org/10.18592/taradhi.v4i1.89

Abstract

The purpose of this research is to describe the influence of the marketing mix (X), which
consists of four variables: product, price, promotion, and place, toward the customer satisfaction (Y).
The result of the double linear regression shows that the marketing mix influences the satisfaction as
much as 28,4%. Simultaneously, the marketing mix variables (product, price, promotion, and place)
influence Halo postpaid card customer satisfaction in Amuntai. This phenomena is shown through
the result value sig 0.000 which is smaller than the value ? 0,05. The result of the data analysis also
shows that the promotion variable (X3) is the most dominant dimension/aspect which influences the
Halo postpaid card customer satisfaction. This finding can be seen through the unstandardized
coefficients value as much as 0,236 , standardized coefficients as much as 0,262, and also through the sig fee
as much as 0,054.

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Published

2013-10-28

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Section

Articles