Analisis Komunikasi Pemasaran Terpadu terhadap Kepuasan Konsumen Menggunakan Jasa PT. Mandala Multi Finance Tbk. Cabang Palu
Analysis of Integrated Marketing Communications on Consumer Satisfaction Using the Services of PT. Mandala Multi Finance Tbk. Palu Branch
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis komunikasi terpadu terhadap keputusan konsumen menggunakan jasa PT. Mandala Multi Finance Tbk Cabang Palu. Sampel penelitian ini sebanyak 100 konsumen PT. Mandala Multi Finance Tbk Cabang Palu. Hasil penelitian menunjukkan bahwa F-hitung 71,184 > F-tabel 3,9381 dengan tingkat probabilitas 0,000 (signifikan), dengan nilai probabilitas jauh lebih kecil dari 0,05, hal ini menunjukkan bahwa variabel komunikasi pemasaran terpadu berpengaruh signifikan terhadap kepuasan konsumen pada PT. Mandala Multi Finance Tbk Cabang Palu. Nilai koefisien regresi sebesar 0,986, sementara tingkat signifikasi sebesar 0.000. dengan demikian nilai sig < 0,05 pada taraf kepercayaan 95% diperoleh t-hitung sebesar 8,437 > t-tabel 1,6606 variabel komunikasi pemasaran terpadu berpengaruh signifikan terhadap kepuasan konsumen pada PT. Mandala Multi Finance Tbk Cabang Palu.
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