HADI LUHUNG PRAYOGA, SULTON (2024) PENGARUH DIGITAL MARKETING TERHADAP KEPUASAN PELANGGAN PADA PERCETAKAN SGA DI KOTA CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
SGA Printing is one of the printing houses in Cilegon that is developing in the digital printing sector, which serves print orders and accepts design orders. SGA Printing has digital marketing to promote products or services to attract customers and quickly use media to provide customer satisfaction by meeting customer expectations. This research was conducted to find out how much influence digital marketing has on customer satisfaction at SGA printing in the city of Cilegon. This type of research uses quantitative research with surveys. The research method used is a survey method using a questionnaire as a data collection tool. The sample was taken using a purposive sampling technique of 65 respondents. The results of the correlation analysis show that the digital marketing variable and the customer satisfaction variable have a moderate and positive relationship with a value of 0.471. After carrying out the regression test, the result was Y = 15.375 + 4.324 with a coefficient of determination of 22.18%, which indicates that customer satisfaction can be influenced by digital marketing, while the rest can be caused by other factors. In conclusion, the influence of digital marketing on customer satisfaction at SGA printing in Cilegon is positive and significant
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Percetakan SGA merupakan salah satu percetakan di Cilegon yang berkembang di bidang digital printing, yang melayani pemesanan cetak serta menerima pesanan desain. Percetakan SGA memiliki digital marketing untuk mempromosikan produk atau jasa untuk menarik pelanggan dan secara cepat dengan menggunakan media-media untuk memberikan kepuasan pelanggan dengan memenuhi harapan pelanggan. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh digital marketing terhadap kepuasan pelanggan pada percetakan SGA dikota Cilegon. Jenis penelitian ini menggunakan penelitian kuantitatif dengan survei Metode penelitian yang digunakan adalah metode survei dengan menggunakan kuesioner sebagai alat pengumpulan data. Sampel diambil menggunakan teknik purposive sampling sebanyak 65 responden. Hasil analisis korelasi menunjukkan bahwa variabel digital marketing dan variabel kepuasan pelanggan memiliki hubungan yang sedang dan positif dengan nilai sebesar 0,471. Setelah dilakukan uji regresi dihasilkan Y = 15,375 + 4,324 dengan hasil koefesien determinasi sebesar 22,18% yang menandakan bahwa kepuasan pelanggan dapat dipengaruhi dengan digital marketing, sedangkan sisanya dapat disebabkan oleh faktor lain. Kesimpulannya adanya pengaruh digital marketing terhadap kepuasan pelangggan pada percetakan SGA di Cilegon yang bersifat positif dan signifikan | |||||||||
| Uncontrolled Keywords: | Digital Marketing, Customer Satisfaction, Printing Digital Marketing, Kepuasan Pelanggan, Percetakan | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Sulton Hadi Luhung Prayoga | |||||||||
| Date Deposited: | 16 Jul 2024 12:52 | |||||||||
| Last Modified: | 16 Jul 2024 12:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37799 |
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