PENGARUH KOMUNIKASI PEMASARAN TERHADAP TINGKAT KEPUASAN PELANGGAN (ANALISIS REGRESI SEDERHANA PADA MAHASISWA BARU FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2014 UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA)

ALFA THORIQ AZIZ, NIM. 10730071 (2015) PENGARUH KOMUNIKASI PEMASARAN TERHADAP TINGKAT KEPUASAN PELANGGAN (ANALISIS REGRESI SEDERHANA PADA MAHASISWA BARU FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2014 UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Marketing communication is a concept that involves all forms of communication in order to influence the market’s target. In addition marketing communication also has another purpose, namely that customers re-purchase and repeat-purchase where both these indicators are important in the theory of customer satisfaction. This research uses a quantitative approach, with the questionnaire as data collection techniques. Located at the Faculty of Social Sciences and Humanities Satate Islamic University of SunanKalijaga Yogyakarta and the 2014 generation students as respondents. The total population of the respondent amounted to 238 and methods of sampling using random sampling where the sample size based on the slovin’sformula and known number of samples as many as 71 students. In this questionnaire using Likert’s scale as a reference. The results showed that the value of R Square of 0.620 which means that the influence of marketing communication variable contributed 62.0% to levels of customer satisfactionvariable, and the rest influenced by other variables outside the research. Correlation coefficient indicates show the relationship between the marketing communication variable and customer satisfaction levelsvariable are strong (78,7%). This shows most respondents have a good perception on all 9 indicators in marketing communication variable.

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