Published: 2024-07-24

Analisis Pengaruh Digital Marketing, Komunikasi Pemasaran dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pengguna IPhone

DOI: 10.35870/emt.v8i3.2737

Johnny Chandra
  • Johnny Chandra: Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
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Abstract

This research analyzes the influence of digital marketing, marketing communications, and service quality on consumer satisfaction. The population in this research is iPhone user consumers. This research uses a purposive sampling method. The method is based on criteria with a sample size of 100 respondents. The model used in this research is multiple linear regression analysis. The partial research results show that digital marketing variables have a positive and significant effect on consumer satisfaction. Marketing communication has a positive and significant effect on consumer satisfaction. Service quality has a significant negative effect on consumer satisfaction. The results of simultaneous research tests show that digital marketing, marketing communications and service quality have a positive and significant effect on consumer satisfaction. The results of this research obtained an Adjusted R Square value of 69.1%. The remaining 30.9% can be explained by other variables outside this research, for example Web E-Commerce, promotions and others.

Keywords

Digital Marketing; Marketing Communications; Service Quality; Consumer Satisfaction

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How to Cite

Chandra, J. (2024). Analisis Pengaruh Digital Marketing, Komunikasi Pemasaran dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pengguna IPhone. Jurnal EMT KITA, 8(3), 1174-1181. https://doi.org/10.35870/emt.v8i3.2737
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 3 (2024)

  • Section: Articles

  • Published: 2024-07-24

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Johnny Chandra, , Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
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Program Studi Akuntansi, Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Kota Medan, Provinsi Sumatera Utara, Indonesia

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