PENGARUH STRATEGI PEMASARAN DAN KUALITAS PRODUK  TERHADAP TINGKAT KEPUASAN PELANGGAN

Syaeful Bakhri; Putri Anggrayani; Siti Qowiyah Jamil Q; Serlia Serlia; Indah Putri Lestari; Mamat Dedi Slamet; Nurul Rukmana

doi:10.32534/jv.v17i3.3305

Authors

Syaeful Bakhri Fakultas Ekonomi dan Bisnis Islam, IAIN Syekh Nurjati Cirebon
Putri Anggrayani Fakultas Syariah, IAIN Syekh Nurjati Cirebon
Siti Qowiyah Jamil Q Fakultas Syariah, IAIN Syekh Nurjati Cirebon
Serlia Serlia Fakultas Syariah, IAIN Syekh Nurjati Cirebon
Indah Putri Lestari Fakultas Syariah, IAIN Syekh Nurjati Cirebon
Mamat Dedi Slamet Fakultas Syariah, IAIN Syekh Nurjati Cirebon
Nurul Rukmana Fakultas Syariah, IAIN Syekh Nurjati Cirebon

DOI:

https://doi.org/10.32534/jv.v17i3.3305

Abstract

In addition to dealing with competitive conditions, companies are also faced with the various wants and needs of each consumer, so the company hopes that consumers will have loyalty to the products and services offered by the company. This study aims to identify how much product quality and service quality can affect customer satisfaction either partially or simultaneously. Data in this study were collected through the use of quantitative methods and based on responses to questionnaires distributed to 100 respondents. The data analysis technique used in this study is multiple regression analysis. The research findings show that marketing strategies influence the level of customer satisfaction. The product quality has a positive effect on the level of customer satisfaction. And there is also the influence of marketing strategy and quality on the level of customer satisfaction.

Keywords: Strategy, Quality, Satisfaction, Customer