International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
www.ijsr.net | Most Trusted Research Journal Since Year 2012

ISSN: 2319-7064

Research Paper | Management | Indonesia | Volume 8 Issue 1, January 2019

The Effects of Marketing Mix and Service Quality on the Satisfaction and Loyalty of Customers at Mobile Business in Makassar (A Case Study on Telkomsel Customers in Makassar)

Bahtiar, Abdul Rakhman Laba, Jusni

Customer satisfaction has become part of the goal of most companies. This research aimed (1) to test and analyze the effect of the marketing mix on service quality and the marketing mix on the customers satisfaction; (2) To test and analyze the effect of marketing mix and service quality on the loyalty of the customers; (3) To test and analyze the effect of the marketing mix on the satisfaction and loyalty of customers; (4) To test and analyze the effect of service quality on the satisfaction and loyalty of the customers. This research used the approach of quantitative research. The population included all the customers or the users of PT Telkomsel services. The Types and the sources of data used in doing the research were the primary and secondary data. The technique of data collection used were interviews, questionnaires, and observation. The data were analyzed using path analysis and the help of the application of Smart PLS 3.0. It was expected that the results of the analysis using the statistical descriptive analysis and the test of the data quality were the validity and the reliability test, and the hypothesis test. The research results indicated that the marketing mix and service quality had a positive and significant effect on the satisfaction of the customers. The marketing mix and the service quality had a positive and significant effect on the loyalty of the customer. This showed that when the marketing mix offered by PT Telkomsel was good or true then it could increase the loyalty of the customers. The marketing mix and the service quality had a positive and significant effect on the satisfaction and loyalty of the customers. This again indicated that the truer was the strategy of the marketing mix done by PT Telkomsel, the higher was the satisfaction and loyalty of the customers. Furthermore, the better was the service quality felt by the customers of PT Telkomsel, the higher was the satisfaction and loyalty of the customers.

Keywords: marketing mix, service quality, satisfaction of customers

Edition: Volume 8 Issue 1, January 2019

Pages: 1378 - 1381


How to Cite this Article?

Bahtiar, Abdul Rakhman Laba, Jusni, "The Effects of Marketing Mix and Service Quality on the Satisfaction and Loyalty of Customers at Mobile Business in Makassar (A Case Study on Telkomsel Customers in Makassar)", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=ART20194040, Volume 8 Issue 1, January 2019, 1378 - 1381

67 PDF Views | 44 PDF Downloads

Download Article PDF

Video Lecture of Above Article is Not Available Yet

You be the First to Request! Press the Button below!



Similar Articles with Keyword 'marketing mix'

Informative Article, Management, India, Volume 9 Issue 3, March 2020

Pages: 795 - 796

Marketing Mix

Earaboyina Karunakar Yadav

Share this article

Informative Article, Management, India, Volume 9 Issue 3, March 2020

Pages: 795 - 796

Marketing Mix

Earaboyina Karunakar Yadav

Share this article

Research Paper, Management, Ethiopia, Volume 9 Issue 4, April 2020

Pages: 268 - 274

Effect of Marketing Mix Strategy on MSE's Sales performance - Gomo region, Ethiopia

Krishnasamy Srinivasan, Lisanu Esrael Adaro

Share this article

Survey Paper, Management, Ethiopia, Volume 8 Issue 12, December 2019

Pages: 1129 - 1133

Effect of Marketing Mix Strategy on Performance of SMEs Evidence from Selected Manufacturing Enterprises in Southern Region, Ethiopia

Abebe Zayede Kenu

Share this article

Research Paper, Management, India, Volume 3 Issue 8, August 2014

Pages: 803 - 806

Role Played by Elements of Marketing Mix in Customer Retention in Retail Banking: An Empirical Study

Niharika Maharishi, Nitin Bhardwaj

Share this article

Similar Articles with Keyword 'service quality'

Informative Article, Management, India, Volume 8 Issue 9, September 2019

Pages: 810 - 813

Quality Service a Prerequisite for CRM: A Study of Indian Corporate Healthcare Environment

Smita Poi

Share this article

M.Tech / M.E / PhD Thesis, Management, Indonesia, Volume 8 Issue 11, November 2019

Pages: 1136 - 1140

The Effect of Commitment and Quality of Service and Satisfaction of Beneficiaries on the Performance of the Further Social Social Rehabilitation

Takbir Nur, Siti Haerani, Nuraeni Kadir

Share this article

Research Paper, Management, India, Volume 4 Issue 5, May 2015

Pages: 3236 - 3240

A Multinomial Logistic Regression Analysis on Service Quality in Higher Education on the Behavioural Intentions of the Students

Maria Josephine W, Kirubashini B

Share this article

Research Paper, Management, Greece, Volume 8 Issue 9, September 2019

Pages: 544 - 547

Assessing Health and Safety Risks in Regional Airport Enterprises

Maria Sartzetaki, Vivi Asprouli, Dimitrios Dimitriou, Theodoros Konstantinidis

Share this article

M.Tech / M.E / PhD Thesis, Management, Malaysia, Volume 4 Issue 11, November 2015

Pages: 1190 - 1193

Testing the Validity of a Proposed Model for Measuring Customer Satisfaction in Libyan banks Using Confirmatory Factor Analysis

Ali Ramadan Musbah, Nasser Habtoor

Share this article

Top