Marketing Mix on Customer Satisfaction at the Tax Consulting Office Dr. Sudarno, S.Pd., M.M., BKP and Colleagues Pekanbaru

  • Suyono Suyono Institut Bisnis dan Teknologi Pelita Indonesia
  • Dania Ayu Lestari Tax Consulting Office Dr. Sudarno, S.Pd., M.M., BKP and Colleagues
  • Ermina Rusilawati Institut Bisnis dan Teknologi Pelita Indonesia
  • Wan Muhamad Kudri Institut Bisnis dan Teknologi Pelita Indonesia
  • Nicholas Renaldo Institut Bisnis dan Teknologi Pelita Indonesia
Keywords: Product, Price, Place, Promotion, People, Process, Physical Evidence, Customer Satisfaction

Abstract

Research is to identify and analyze the effect of the marketing mix on customer satisfaction partially and simultaneously at the tax consultant office of Dr. Sudarno, S.Pd., M.M., BKP and partners Pekanbaru. The research sample was all clients of the tax consultant office of Dr. Sudarno, S.Pd., M.M., BKP and partners in Pekanbaru city as many as 86 clients consisting of 44 corporate income tax and 42 income tax clients. Determination of the sample using the census method or saturated sampling. The data analysis technique used is multiple linear regression with SPSS Windows 19. The independent variables are product, price, place, promotion, people, process, and physical evidence while the dependent variable is customer satisfaction. The results showed that product, promotion, people, process, and physical evidence had a significant positive effect both partially and simultaneously on customer satisfaction. However, the results of the study also show that the price variable has a significant negative effect on customer satisfaction and the location variable has an insignificant negative either partially or simultaneously on customer satisfaction at the tax consultant office Dr. Sudarno, S.Pd., M.M., BKP and colleagues Pekanbaru.

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Published
2023-09-30
How to Cite
Suyono, S., Lestari, D. A., Rusilawati, E., Kudri, W. M., & Renaldo, N. (2023). Marketing Mix on Customer Satisfaction at the Tax Consulting Office Dr. Sudarno, S.Pd., M.M., BKP and Colleagues Pekanbaru. Journal of Applied Business and Technology, 4(3), 198-213. https://doi.org/10.35145/jabt.v4i3.135

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