Pengaruh Strategi Pemasaran Usaha Jasa Wedding Organizer Terhadap Kepuasan Konsumen Pada Ud. Julia Pelaminan Pekanbaru

Wulandari, Julia (2021) Pengaruh Strategi Pemasaran Usaha Jasa Wedding Organizer Terhadap Kepuasan Konsumen Pada Ud. Julia Pelaminan Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Wedding Service marketing strategy is a combination or activity that is the core of the company's marketing system and which can be used by tourism service companies to reach consumers who are their target market. The concept of this service marketing strategy consists of product (product), price (price), location (place), promotion (promotion), people (people), process (process), physical evidence (physical evidence). To achieve customer satisfaction at UD. Julia Pelaminan there are 4 aspects that need to be considered, namely: aspects of convenience, aspects of consumer relations with employees, aspects of technical competence of officers and aspects of costs, The purpose of this research is to analyze the marketing strategy of the wedding organizer service business at UD. Julia Pelaminan Pekanbaru., to analyze customer satisfaction at UD. Julia Pelaminan Pekanbaru, and to analyze the effect of marketing strategy on wedding organizer services on consumer satisfaction at UD. Julia Pekanbaru Wedding This research is a descriptive research with a quantitative approach. This study took place at UD. Julia Courtyard Pekanbaru. The population in this study were 42 consumers. In this study, the types of data used consisted of primary data and secondary data. To obtain the necessary data and information in connection with this research, it was carried out by means of observation, interviews and questionnaires. In analyzing the data the author used a simple regression formula. Based on the data from the processed research, it can be concluded that based on the calculation results, the correlation and determination value (R2) is 0.992 or 99.20% according to the Guilford category standard. The effect of service business marketing strategy on satisfaction is 0.984 or 98.40% while 1.60% is influenced by other factors not examined in this study. Result of calculated F (2510.337) > F table (1.481) with Sig. (0.000) < 0.05. This means that the independent variables (service marketing strategy) together have a significant effect on the independent variable (consumer satisfaction).

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