Research Paper
Year: 2020 | Month: February | Volume: 7 | Issue: 2 | Pages: 47-55
The Effect of Marketing Mix on Satisfaction of Customer Insurance Products Unit Link (Empirical Study in PT AIA Financial Branch Phoenix Medan)
Ernest Reynand Naibaho, Amrin Fauzi, Isfenti Sadalia
Master of Management Universitas Sumatera Utara, Indonesia
Corresponding Author: Ernest Reynand Naibaho
ABSTRACT
This study aims to examine and analyze the effect of the marketing mix of services in the form of product, price, location, promotion, people, process and physical evidence on customer satisfaction. This research is quantitative with a sample of 94 respondents. Data collection techniques using observation, interviews, questionnaires, and documentation studies. The data analysis technique used is Multiple Linear Regression. The results showed that the marketing mix of services consisting of product, price, location, promotion, people, process and physical evidence simultaneously had a significant effect on customer satisfaction, as indicated by the value of the F-test (p <0.05). Partially, the mix of price, people and process significantly influence customer satisfaction. Price mix is the most influential on customer satisfaction, based on the results of the regression coefficient which shows a high and positive value and a probability of p <0.05. Based on the coefficient of determination (R2), it can be seen that 89.2% of customer satisfaction can be explained by product, price, location, promotion, people, process, and physical evidence variables
Keywords: Service Marketing Mix, Customer Satisfaction
[PDF Full Text]