Abstract:
Business Administration is concerned with the marketing. According to the basic
theory of management, economics, by using modern management methods and
means for effective enterprise management and decision, to specify, predict, and
evaluate the results to be obtained from such systems. If they want to marketing or
improve the product, they have to get the feedback from customer to know how
the customer satisfaction is and what they want the product to improve. So it is
important and necessary to make customer satisfaction research for Business
Administration. Customer satisfaction is the comparison between performance
expected by customer and actual performance in the field. If actual performance is
higher than customer expectation, then customers feel satisfied.
This study is a quantitative research. The researcher used the questionnaire to get
the primary data and try to analyze the data based on the statistics. Before
applying multiple linear regression analysis, the researcher did classic assumption
test such as normality test, multicollinearity test. The multiple linear regression is
used to identify the influence of the independent variable toward dependent
variable.
The objective of this research was to know how the Chinese customer satisfaction
is towards VIVO. In this research, there will use multiple linear regression
analysis, testing hypothesis to analyze the relationship between Product, Place,
Price, Promotion and Customer Satisfaction. Then the company can know how
Chinese customers satisfaction of VIVO.
