THE IMPACT OF PRODUCT, PROMOTION AND CONSUMER BEHAVIOR DIFFERENTIATION TOWARD T-CASH CUSTOMER SATISFACTION (CASE STUDY AT CELLULAR TELECOMMUNICATION COMPANY IN INDONESIA)Journal: International Journal of Advanced Research (Vol.7, No. 8)
Publication Date: 2019-08-01
Authors : Selamet Riyadi Zaenal Abidin; Destella Zulmi.;
Page : 1111-1115
Keywords : Product Promotion Consumer Behavior Differentiation Customer Satisfaction.;
The objective of this research is toanalyze the Impact of Product, Promotion and Consumer Behavior Differentiation toward T-Cash Customer Satisfaction PT Telekomunikasi SelulerTbk inJakarta Based on the research objective, the hypotheses of this research are: 1. Diferrentiation influences the Customer Satisfaction 2. Promotion influences Customer Satisfaction 3. Consumer Behavior influences Customer Satisfaction. The design of this research is descriptive by using qualitative and quantitative method approach. The sampling was 200 respondents from PT Telekomunikasi SelularTbk. The sampling technique used was incidental sampling, (Sugiyono, 2013). The analysis method used is descriptive statistics by using software SPSS and double regression. The research result based on descriptive analysis toward variables used is not only positive but also negative. Analysis result based on SPSS with double regression toward hypothesis based on emphirical data of 3 hypotheses proved that: product differentiation influences positively significant to customer satisfaction, promotion influences positively significant to customer satisfaction, and consumer behavior influences positively to customer satisfaction.
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