Pengaruh Promosi, Harga, dan Citra Merk terhadap Kepuasan Pelangan Indihome PT. Telekomunikasi Indonesia, Tbk Divisi IV Regional Jawa Tengah & Yogyakarta

Desi, Astutik Anggraini (2021) Pengaruh Promosi, Harga, dan Citra Merk terhadap Kepuasan Pelangan Indihome PT. Telekomunikasi Indonesia, Tbk Divisi IV Regional Jawa Tengah & Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The higher the level of communication, the higher the competition for communication and network companies in the telecommunications industry. This study aims to determine the effect of promotion, price, and brand image on customer satisfaction. Indihome PT. Telekomunikasi Indonesia, Tbk Division IV Regional Central Java and Yogyakarta. In this study using a sampling technique with non probability sampling with purposive sampling method of 100 respondents from Indihome customers. Data processing was carried out with the help of the SPSS (Statistical Package Of The Socian Science) program version 16.0. By obtaining the Coefficient of Determination (adjusted R Square) of 52.2%, it means the ability of the promotional variables, price and brand image to explain the amount of variation in consumer customers, the remaining 47.8% is explained by other factors not included in this study. The multiple linear regression equation is obtained Y = 2.288 + 0.159 X1 + 0.439 X2 + 0.261 X3 + 1.595. The results of this study are promotion, price and brand image have an effect on customer satisfaction, but promotion has no positif significant effect on customer satisfaction while price and brand image have a significant effect on customer satisfaction.

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