Abstract:
This research aims to examine the impact of the 4P marketing mix (Product, Price, Place,
Promotion) on customer satisfaction with the BYD electric car brand in Indonesia. The study
seeks to provide valuable insights into the factors influencing consumer satisfaction in the
emerging electric vehicle market in Indonesia. A quantitative research approach was used to
collect data via a structured online questionnaire distributed through social media platforms
such as WhatsApp, Instagram, and Facebook. The study gathered responses from 100 valid
respondents, who were assessed using a five-point Likert scale. Data analysis was performed
using SmartPLS software, which included reliability tests, validity assessments, and hypothesis
testing.
