Pengaruh Bauran Pemasaran Digital terhadap Kepuasan Pelanggan CV Avocadron di Wilayah DKI Jakarta pada Platform Media Sosial dan E-commerce

Abstract

CV Avocadron is a company engaged in the sale of local and imported fruit products, established in 2017 and officially licensed in 2020. The marketing mix is a comprehensive approach used by the company to maintain competitive advantage and enhance customer satisfaction. This research aims to analyze the influence of the marketing mix, which consists of product, price, promotion, place, people, process, and physical evidence, both simultaneously and partially on customer satisfaction. The research approach used is the mixed method, which combines quantitative and qualitative approaches to provide a comprehensive understanding of the phenomena being studied. The sample determination method in this research uses accidental sampling, which involves selecting samples that the researcher happens to meet and are in accordance with the research criteria. The number of samples in this research is 103 respondents. The types of data used include primary and secondary data. Data collection methods include interviews, questionnaires, direct identification, and literature studies, with data collection techniques carried out through the distribution of questionnaires. Instrument testing uses validity and reliability tests, then the data is transformed using the Successive Interval Method (MSI). The analysis and hypothesis testing techniques used are multiple linear regression analysis, with prior classical assumption tests including normality test, multicollinearity test, and heteroscedasticity test. The results of the research show that (1) product, price, promotion, people, process, and physical evidence simultaneously affect customer satisfaction, and (2) product, promotion, place and physical evidence partially affect customer satisfaction, while price, place, people, and process do not partially affect customer satisfaction.