Pengaruh Kualitas Produk dan Periklanan Terhadap Kepuasan Pelanggan Harian Surat Kabar Suara Merdeka (Studi Kasus di Kecamatan Ngaliyan Semarang)

Abstract

Customer satisfaction is the main factor to attract more subscribers. Customer satisfaction is a function of view of product performance and customer expectations. The increased intensity of competition and number of competitors in the era of free trade requires every company to always consider the needs and desires of their customers In this study, variable quality of products and advertising plays an important role in the creation of customer satisfaction. Mass media companies trying to improve customer satisfaction by maintaining the product quality in order to stay well and do advertising to consumers in accordance with the target market segment and product characteristics. The purpose of this study is to determine the effect of Advertising on Product Quality and Customer Satisfaction Suara Merdeka Daily Newspapers in the District Ngaliyan, to analyze the effect of Advertising on Product Quality and Customer Satisfaction Suara Merdeka Daily Newspapers in the District Ngaliyan. This type of research is explanatory research, consumer sample with 100 people Suara Merdeka Daily Newspapers by making random sampling technique. The technique of collecting data through questionnaires. Data were analyzed qualitatively and quantitatively by using a cross table analysis, simple and multiple linear regression, and hypothesis testing using the T test and F test with SPSS version 13. From the statistical calculation known simple linear regression equation between quality products with customer satisfaction is Y = 5.677 X1 0.376. From these equations revealed that the influence of product quality to customer satisfaction. Simple linear regression equation between advertising with customer satisfaction is Y = 4.814 X2 0.561. From the equation, it was known that there is influence between advertising to customer satisfaction. Multiple regression equation between the quality of products and advertising with customer satisfaction, the calculations was Y = 4.584 X1 0.267 0.208 X2. From this equation it is known that the quality of products and advertising jointly influence customer satisfaction. The conclusion is that the quality of products and advertising have a positive and significant impact on customer satisfaction. Recommendations that can be given to improving customer satisfaction is expected to improve the quality of the product on appearance / layout public daily Suara Merdeka served more attractive and eye catching so that readers can easily find the news you want, is expected to provide the news - news which is presented thoroughly. Hopefully, customers are able to fulfill the needs and desires of the information thoroughly and completely.