THE INFLUENCE OF PRODUCT QUALITY, PROMOTION MIX, AND AFTER SALES SERVICE TOWARD CUSTOMER SATISFACTION IN HOUSING PT. BANGUN MINANGA LESTARI MANADO

LESAR, TALIA and Montolalu, Apolinaris Abdon and Korompis, Merry Jeanned' Arc (2019) THE INFLUENCE OF PRODUCT QUALITY, PROMOTION MIX, AND AFTER SALES SERVICE TOWARD CUSTOMER SATISFACTION IN HOUSING PT. BANGUN MINANGA LESTARI MANADO. Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.

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Official URL: http://digilib.unikadelasalle.ac.id/

Abstract

Product quality is one of the important policies in increasing product competitiveness that must satisfy consumers who exceed or at least equal the quality of products from competitors. Promotion mix is the most important activity that plays an active role in introducing, notifying and recalling the benefits of a product in order to encourage consumers to buy the product being promoted. After-sales service is a service offered by producers to consumers after the sales transaction is carried out as a quality guarantee for the products it offers.
This study examines the effect of product quality, promotion mix, after-sales service on customer satisfaction at PT. Build Minanga Lestari Manado.
The sample used in this study was 159 respondents who were users of PT. Products to Build Minanga Lestari using the simple random sampling method. This type of research is quantitative research using questionnaire data and processed using the SPSS statistical application by using multiple regression analysis as an analysis tool.
The results of this study are Promotion Mix does not have a significant effect on Customer Satisfaction. Product Quality and After Sales Service have a significant influence on Customer Satisfaction.

Keywords: product quality, promotion mix, after-sales service, customer satisfaction.

Item Type:

Thesis (Skripsi)

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