THE EFFECT OF 4P MARKETING MIX ON CUSTOMER SATISFACTION OF THE BYD ELECTRIC CAR BRAND IN INDONESIA

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.