Abstract
This study aims to determine the effect of service quality, the influence of emotional marketing, the effect of spiritual marketing, on satisfaction, and to know the three variables jointly affect customer satisfaction. This research is a quantitative research. With a questionnaire instrument distributed to 90 customers. Statistical test using classical assumption test, hypothesis testing using regression analysis test multiple test T test, F test and R test the coefficient of determination. The results showed that service quality, emotional marketing and spiritual marketing each had a significant positive effect on customer satisfaction. Then the quality of service, emotional marketing and spiritual marketing simultaneously have an effect on satisfaction
Highlights
According Putra et al (2021); Praditya, R
The sampling used was purposive sampling technique. is a sampling technique by deliberate taking according to the requirements required Sugiyono (2015) in this study using In this study, Service Quality as X1, Emotional Marketing X2, Spiritual Marketing X3 on Customer Satisfaction Y and the three variables to satisfaction Y
Based on the research results described in the previous chapter, it can concluded that service quality has a positive effect and significant to customer satisfaction
Summary
According Putra et al (2021); Praditya, R. A. (2020) By understanding the needs, wants and demands of customers, it provides input for institutions to design marketing strategies in order to create satisfaction for the company (Lovenia, 2012). Service quality and satisfaction are closely related, quality aims to encourage a person consumers provide a strong bond to the company. According to Kotamena et al (2020); Novitasari et al(2021) There are various factors that affect the success of the company, strategy creation Marketing that is centered attracts new customers so that functional and emotional satisfaction is fulfilled when buying a product for win the competition with product differentiation on emotional value (emotional value). According to Tjiptono in Lovenia (2012: 13), the quality of service is a relationship relating to products, services, people, processes and the environment in accordance with expectations. Service quality variables are measured based on seven indicators formed from five dimensions of service quality, namely: tangible, empathy, responsiveness, reliability, and assurance. physical form (Tangibles) is formed by: Facilities that are attractive, comfortable, visually neat
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