PENGARUH HARGA, PRODUK, DAN DISTRIBUSI TERHADAP KEPUASAN KONSUMEN PADA JASA PT. KERETA API ( PERSERO ) DAOP IV SEMARANG

Abstract

PT. Kereta Api (Persero) DAOP IV is one of sevice firm in Indonesia. It has orientation to give a best quality and satisfied service for their customers. However recently, it faces a tight competition with other transportations, especially the air transportation. To face this competition, PT. Kereta Api has to have a good marketing strategy. This marketing strategy involves the price, the product and the distribution. This skripsi writing aims to know about the influence of the price, the product and the distribution to consumer satisfaction. The research type that is used is the research type of explanatory with the technique of collecting data by interview and quetioner. The population is entire of Argo Muria train passengers. Sample is amount 100 persons that is taken by tehnique of simple random sampling. The analisys method that is used is the quantitative analysis. This research uses the doubled linear regresi formula, the t Test and the F Test. The result of the research indicates that the price has an effect on consumer satisfaction because thitung (4,888) > ttabel (1,980). The product has an effect on consumer satisfaction because thitung ( 5,418) > ttabel (1,980). The distribution have an effect on consumer satisfaction because thitung (5,127) > ttabel (1,980). While the result of the F Test is amount Fhitung (43,009) > Ftabel (2,30), it means that the independent variable (the price, the product, the distribution) influence together the variable dependent (consumer satisfaction). The suggestion of this research is PT. Kereta Api should make improvement and renewal continually in all kinds of field to make their service better, so that they can compete with the other transportations.