“PENGARUH KOMUNIKASI PEMASARAN TERHADAP KEPUASAN PELANGGAN DI ASSALAAM HYPERMARKET”

HABIBAH, RISA LIA NUR and SUSILOWATI, ENY and SRIYANTO, AGUS (2018) “PENGARUH KOMUNIKASI PEMASARAN TERHADAP KEPUASAN PELANGGAN DI ASSALAAM HYPERMARKET”. skripsi thesis, IAIN Surakarta.

[img]
Preview
Text
Risa_Lia_Nur_Habibah[1].pdf

Download (3MB) | Preview

Abstract

RISA LIA NUR HABIBAH, NIM : 13.12.11.018. The Infuence of Marketing Communications on Customer Satisfaction in Assalaam Hypermarket, Study Communication and Broadcasting Islamic, Faculty Of Islamic Theology and Preaching. State Islamic Institute of Surakarta. 2017. This study is based on the tough competition of retail industry in Indonesia. The number of hypermarkets in Indonesia that innovate to increase the needs of community. Assalaam Hypermarket is one of the islamic based hypermarket located in Kartasura. Assalaam Hypermarket is still considered lacking in providing marketing because, there are still some complaints experienced by customers associated with the marketing provided. Therefore, the authors are interested to examine about the influence of marketing communication on cutomer satisfaction in Assalaam Hypermarket. The purpose of this study is to know and explain the relationship between the influence of marketing communications to customer satisfaction in Assalaam Hypermarket. The method used in this study is associative quantitative approach. Population in this research is customer Assalaam Hypermarket period 02-08 December 2017. The sample in this study amounted to so done throught incidental sampling technique. Research data obtained throught the spreading of kusioner conducted on period 02-08 December 2017. The data processing and analysis are based on a linier regression analysis. The result of this study indicate that advertising variable (x1), sales promotin (x2), public relations (x3), personal sales (x4) and direct marketing (x5), simultaneously have a relationship to customer satisfaction. If advertising variable (x1), sales promotin (x2), public relations (x3), personal sales (x4) and direct marketing (x5), are improved, then customer satisfaction will be achieved, but the increase of one variable must be offset will be increase on other variable.While one of the most dominant merketing communication variables to customer satisfaction namely advertising variables, advertising variables have the highest coefficient of regression that is 3.529. while marketing communication variable is not dominant to customer satisfaction that is direct marketing variable, direct marketing variable has owest regression coefficient level 0.142 Key Words: Marketing Communication, Assalaam Hypermarket, Customer Satisfaction.

Item Type: Thesis (skripsi)
Subjects: 2x Islam > 2x7 Filsafat dan Perkembangannya > 2x7.2 Dakwah Islam
Divisions: Fakultas Ushuludin dan Dakwah > Komunikasi Penyiaran Islam
Depositing User: Maha siswa
Date Deposited: 17 Dec 2018 01:51
Last Modified: 17 Dec 2018 01:51
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2308

Actions (login required)

View Item View Item