DETERMINAN PENINGKATAN KEPUASAN PELANGGAN PADA PT. MONDELEZ INTERNASIONAL MEDAN

Abstract

The purpose of this study was to know and analyze the influence partially and simultaneously between the variables of consumer perception and consumer trust on customer satisfaction at PT. Mondelez International Medan. The type of research that the authors use in this study is associative research which aims to determine the relationship between two or more variables, while the method uses quantitative methods. The population in this study are all modern sales outlets and traditional sales outlets consisting of 100 traditional sales outlets and 40 modern sales outlets spread across the city of Medan. In this study, the sampling technique used was Proportionate Stratified Random Sampling. Proportionate Stratified Random Sampling is taking samples from members of the population randomly and proportionally stratified, so the number of samples in this study was 100 respondents. The results showed that partially and simultaneously the product quality variable has a significant effect on customer satisfaction, the price variable has a significant effect on customer satisfaction, the service quality variable has a significant effect on customer satisfaction. The results of the determination test show that the Adjusted R square value of 0.756 can be called the coefficient of determination, this means that 0.756 (75.6%) Customer Satisfaction can be obtained and explained by Product Quality, Price and Service Quality while the remaining 38.9% (100%) - 75.6% = 24.4%) explained by variables outside the model that were not examined