Eliza, Ihdinassayyida (2025) Analisis Pengaruh Marketing Mix (7P) Terhadap Kepuasan Pelanggan dan Pemakaian Ulang Dengan Tool SEM (Studi Kasus: Pengguna Layanan Motor Indrive). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to evaluate the effect of the 7P Marketing Mix on customer satisfaction and reuse with the SEM Tool in a case study of Indrive motorcycle service users. The method used is quantitative with a survey via social media of 120 respondents and analysis using Structural Equation Modeling (SEM) AMOS. The results of the study indicate that Product (X1), Price (X2), Place (X3), People (X5), Process (X6), and Physical Evidence (X7) of Indrive Motor services have a positive and significant effect on customer satisfaction (M). As well as Product (X1), Place (X2), Place (X3), People (X5), Process (X6), and Physical Evidence (X7) on Indrive motor services have a positive and significant effect on reuse (Y). This is because the test results show the CR > T- value. Promotion (X4) was excluded because of multicollinearity. Thus, even though there are 7P elements that do not show multicollinearity, customer satisfaction still plays a crucial role in increasing reuse.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Dina Ihdinassayyida Eliza | ||||||||
| Date Deposited: | 26 May 2025 03:38 | ||||||||
| Last Modified: | 26 May 2025 03:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36353 |
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