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The Usage of marketing mix to classify the level of customer satisfaction of Bantex Office stationery product of PT Batara Indah's B2B customers located in Mangga Dua Area, Jakarta

Santoso, Alain Rachmat (2007) The Usage of marketing mix to classify the level of customer satisfaction of Bantex Office stationery product of PT Batara Indah's B2B customers located in Mangga Dua Area, Jakarta. Bachelor thesis, Petra Christian University.

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Abstract

The research uses Customer Satisfaction as the main topic of the discussion. The main objective of this research is to analyze the ability of Marketing Mix to Classify the Level of Customer Satisfaction of Bantex Office Stationery Product and to find which factors of Marketing Mix is the most influential one. The research method used is Descriptive Analysis, Multivariate - Dependency Technique with Multiple Discriminant Analysis as the analysis tool. The data gamed using questi onnaire, with purposive - judgmental sampling technique. The result shows that only Product and Promotion Variables of Marketing Mix that are able to classify the level of Customer Satisfaction, and the later variable appears to be the most influential.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: customer satisfaction, marketing mix, b2b marketing, multiple discriminant analysis
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 29 Mar 2011 13:07
URI: http://repository.petra.ac.id/id/eprint/10910

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