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PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN DAN NIAT PEMBELIAN ULANG PRODUK SMARTPHONE SAMSUNG DI SURABAYA

ERLIANA, RIANA DWI (2017) PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN DAN NIAT PEMBELIAN ULANG PRODUK SMARTPHONE SAMSUNG DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The concept of the marketing mix, customer satisfaction and repurchase intention is related to each other. If the customer does repeat purchase behavior, then such action must be preceded by an evaluation of customer sa tisfaction as the valu e arising from the performance. This study was conducted to analyze the effect of the marketing mix to customer satisfaction repurchase intention product smartphone Samsung in Surabaya. Elements of the marketing mix used in this study are Product, Price, Place and Promotion. Respondents in this study of 82 people with the criteria ever buy product smartphone Samsung in Surabaya. The analysis technique used in the study is Partial Least Square (PLS). Based on the test results and analys is, can be obtained several conclusions related to the research model. First, the results showed that two of the four elements of the marketing mix that significantly affect subscriber satisfaction is a product and price, two other elements but not signifi cant effect on the place and promotion, second the effect of the overall marketing mix on satisfaction is significant, third satisfaction on repurchase intention is significant. Keyword :Marketing mix, customer satisfaction, repurchase intention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 05 Sep 2017 02:42
Last Modified: 05 Sep 2017 02:42
URI: http://eprints.perbanas.ac.id/id/eprint/2850

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