PENGARUH BAURAN PEMASARAN (7P) TERHADAP KEPUASAN PENGGUNA UNIVERSITAS CIPUTRA LIBRARY SURABAYA

DIAJENG VARIANT CAHYANINGRUM, 071116056 (2015) PENGARUH BAURAN PEMASARAN (7P) TERHADAP KEPUASAN PENGGUNA UNIVERSITAS CIPUTRA LIBRARY SURABAYA. Skripsi thesis, UNIVERSITAS AIRLANGGA.

[img]
Preview
Text (ABSTRAK)
gdlhub-gdl-s1-2015-cahyaningr-38160-5.abstr-k.pdf

Download (240kB) | Preview
[img] Text (FULLTEXT)
17681.pdf
Restricted to Registered users only

Download (2MB) | Request a copy
Official URL: http://lib.unair.ac.id

Abstract

Bauran pemasaran jasa merupakan elemen organisasi atau perusahaan yang dapat dikontrol oleh perusahaan untuk melakukan komunikasi dengan konsumen serta memuaskan konsumen. Awal mula bauran pemasaran jasa ini terdiri dari (4P) yaitu product, place, promotion, dan price. Kemudian berkembang karena faktor kelemahan sehingga para ahli menambahkan 3 unsur bauran pemasaran yaitu people, process dan physical evidence. Dengan melakukan bauran pemasaran yang baik juga dapat mencapai tujuan sebuah organisasi atau perusahaan. Penelitian ini berfokus pada bauran pemasaran yang telah dilakukan oleh perpustakaan Universitas Ciputra Surabaya (UC Library), yang bertujuan untuk mengetahui pengaruh secara stimultan maupun parsial variabel bauran pemasaran product, place, promotion, price, people, process dan physical evidence terhadap kepuasan pengguna UC Library. Teknik analisis yang digunakan dalam penelitian ini adalah regresi berganda, uji F, uji T, serta dua uji asumsi klasik yaitu multikoleniaritas dan heterokedastisitas. Hasil penelitian ini adalah variabel bebas bauran pemasaran yang terdiri dari product, place, promotion, price, people, process dan physical evidence secara stimultan mempunyai pengaruh yang signifikan terhadap variabel terikat kepuasan pengguna, dengan membandingkan f hitung (867.057) > f tabel (2.111). Berdasarkan uji t diketahui bahwa pada variabel physical evidence secara parsial mempunyai pengaruh terhadap variabel kepuasan pengguna, dengan membandingkan t hitung (55.122) > t tabel (1.986). Untuk variabel product, place, promotion, price, people dan process secara parsial tidak ada pengaruh terhadap variabel kepuasan pengguna Translation: Marketing mix service is an element of organization or a company which its can be controlled to have a good communicationwith the customers and to give the satisfaction. The beginning of this marketing mix service consist of (4P) which is product, place, promotion and price. Then it developed because of the weakness factor, so the experts added 3 elements of marketing mix which is people, process and physical evidence. A good marketing mix can achieve the purposes of an organization or a company. This research was focused on the marketing mix have been done by the library of University of Ciputra Surabaya (UC Library), which aims to know the influence of stimultan variable or partial marketing mix product, place, promotion, price, people, process and physical evidence to the UC Library’s customers satisfaction. Technique analysis in this research was double regrestion, F test, T test and two classic assumption tests that is multikoleniaritas and heteroskedastisitas. The result of this research was the independent variable of marketing mix that consist of product, place, prmotion, price, people, process and physical evidence to have the significant influence to the dependent variable which is the customers’ satisfaction stimultaneously, by comparing f calculate (867.057) > f table (2.111). Based on t test the writer can conclude that physical evidence variable partially to have the significant influence which is the customers’ satisfaction stimultaneously, by comparing t calculate (55.122) > t table (1.986). There is no influence for the variable product, place, promotion, price, people and process to the customers’ satisfaction variable.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 Fis IIP. 33/15 Cah p
Uncontrolled Keywords: CONSUMER SATISFACTION; LIBRARIES
Subjects: Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science
Divisions: 07. Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Informasi dan Perpustakaan
Creators:
CreatorsNIM/NIDN
DIAJENG VARIANT CAHYANINGRUM, 071116056UNSPECIFIED
Contributors:
ContributionNameNIDN/NIDK/NUP
ContributorKoko Srimulyo, Drs., M.SiUNSPECIFIED
Depositing User: Tn Yusuf Jailani
Date Deposited: 02 Sep 2015 12:00
Last Modified: 03 Jul 2017 22:32
URI: http://repository.unair.ac.id/id/eprint/17681
Sosial Share:

Actions (login required)

View Item View Item