Pengaruh Modern Marketing Management terhadap Kepuasan Konsumen Membeli Handphone Samsung pada Brand Store Samsung di Kota Palu

Abstract

This study aims to i dentify and a nalyze : 1) the level of importance of Modern Marketing Management variable that includes People, Process, Programs and Performance to meet customer’s s atisfaction in Samsung Mobile Phone s purchasing at Samsung Brand Store i n Palu City ; 2) significant i nfluence of Modern Marketing Management (People, Process, Programs and Performance) simultaneously and partially on customer’s s atisfaction in Samsung Mobile Phone s purchasing at Samsung Brand Store i n Palu City . Sampling technique used in Non-probability Sampling by applying incidental sampling method to select 150 respondents , who shopped Samsung mobile p hone s more than once. Method of a nalysis applied are Statistical Product and Service Solution (SPSS) and Importance Performance Analysis (IPA) . The result of IPA method indicate that: 1) in quadrant A, variable that need to be improved are programs and performance; in quadrant B, variable needs to be maintained is people; in quadrant C, the variable that shows low performance but do not require urgent action is process. It is suggested that the focus of the company should be on quadrant A; 2) the variable of Modern Marketing Management (People, Process, Programs and Performance) simultaneously have positive and significant i nfluence on customer’s s atisfaction in Samsung Mobile Phone s purchasing at Samsung Brand Store i n Palu City ; 3) People, Process and Performance partially have positive and significant i nfluence on customer’s s atisfaction in Samsung Mobile Phone s purchasing at Samsung Brand Store i n Palu City , while programs has a positive but insignificant i nfluence on customer’s s atisfaction in Samsung Mobile Phone s purchasing at Samsung Brand Store i n Palu City .