PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI PT CIBITUNG MOTOR MANDIRI

Yusuf, Dede Candra Abiyasa (2023) PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI PT CIBITUNG MOTOR MANDIRI. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study is to determine the influence of social media marketing and service quality on consumer satisfaction at PT Cibitung Motor Mandiri. The number of samples was 97 consumers. For data analysis using statistical tests and calculations using multiple regression with IBM SPSS program version 23. The results of the statistical research test show that social media marketing has a significant effect on consumer satisfaction at PT Cibitung Motor Mandiri as evidenced by the results of the t test obtained tcalculate the social media marketing variable (X ₁) is 3.722 and the ttable value is 1.661 then tcalculate ttable > (3.722 > 1.661) with significance value (0.000 < 0.05). So Ho is rejected and Ha is accepted which means social media marketing (X₁) has a positive and significant effect on consumer satisfaction (Y). tcalculate the variable of service quality (X₂) is 2.716 and the value of ttable is 1.661 then calculate > ttable (2.716 > 1.661) with a significance value (0.008 < 0.05). So Ho is rejected and Ha is accepted which means the quality of service (X₂) has a positive and significant effect on customer satisfaction (Y). The result of the correlation coefficient (R²) simultaneously (together) between the variables of social media marketing (X₁) and service quality (X₂) to consumer satisfaction (Y) was 0.331. This means that 33.1% of consumer satisfaction variables are influenced by social media marketing and service quality. The remaining 66.9% was influenced by other variables outside this study, such as product quality, price and other variables.

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