THE INFLUENCE OF MARKETING MIX TOWARD VIVO’S CUSTOMER SATISFACTION (A Case Study in Henan, China)

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.