THE ANALYSIS OF MARKETING MIX THAT INFLUENCES ON CUSTOMER SATISFACTION OF TOYOTA AVANZA AT JABODETABEK

Abstract

People like to go somewhere buy car. With car, people feels comfortable, safe from hot weather or rain. Consumer also looking for affordable car that they buy. In this research, Toyota Avanza is an object in this study Toyota Avanza is the number one market share in Indonesia for last 3 years. In this research, researcher would like to analyze what factors of Marketing Mix that influence Customer Satisfaction of Toyota Avanza in Jabodetabek area. This research was conducted in the Jabodetabek area. The model used in this study is by the method of observation, questionnaires and literature study conducted systematically based on the research objectives. The analytical method used is the method of multiple linear regression analysis, hypothesis testing using the F test and T test Then using the correlation calculation to determine how much influence and significance of the marketing mix on customer satisfaction Toyota Avanza. The results showed that the Marketing Mix which consists of Product, Price Promotion and Place has a significant impact on customer satisfaction Toyota Avanza cars in Jabodetabek. Test results for the overall regression model showed variable calculated F value = 11.209 with a significance of 0.000. By using the 0.05 limit, the significance value 0.05. With the direction of the positive coefficient, thus obtained that the hypothesis that all variables influence the significant together against the dependent variable.