Email this article Pengaruh harga, tempat dan promosi terhadap kepuasan konsumen
Abstract
Penelitian ini berujuan untuk menguji apakah Pengaruh Harga, Tempat dan Promosi terhadap Kepuasan Konsumen pada pembelian produk di aplikasi Gojek di samarinda. Variabel bebas dalam penelitian ini adalah Harga, Tempat dan Promosi, sementara variabel terikat adalah Kepuasan Konsumen. Penelitian ini dilakukan pada aplikasih Gojek di Samarinda yang terdiri dari 80 responden. Penelitian ini bersifat kuantitatif. Pengumpulan data pada penelitian ini menggunakan kuesioner dengan menguji Pengaruh Harga, Tempat dan Promosi terhadap Kepuasan Konsumen. Analisis data menggunakan program Partial Least Square (PLS). Hasil penelitian ini menunjukan Harga berpengaruh positif tetapi tidak signifikan terhadap Kepuasan Konsumen, Tempat berpengaruh positif dan signifikan terhadap Kepuasan Konsumen, sedangkan Promosi berpengaruh positif dan signifikan terhadap Kepuasan Konsumen Gojek di Kota Samarinda.
Keywords
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DOI: https://doi.org/10.30872/jimm.v8i3.9549
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