PENGARUH BAURAN PEMASARAN TERHADAP TINGKAT KEPUASAN MAHASISWA PEROKOK LA LIGHT di UNIVERSITAS JEMBER

Abstract

This research aimed to determine the influence of marketing mix on satisfaction level of LA Light smoking students at University of Jember. This research was conducted at the University of Jember. The research applied incidental sampling technique to determine the samples. The samples in this research were “LA Light” smoking students. The discussion of research results used simple regression analysis, and the data were processed using statistical calculation by SPSS 17.0. Techniques of data collection used questionnaires. The samples were 76 “LA Light” smoking students who were found and eligible for data. The analytical tool used was validity tests and reliability test, simple regression analysis with F test and t test . This research is a descriptive quantitative research. The results of data analysis showed that there was a significant effect of marketing mix on satisfaction of “LA Light” smoking students at University of Jember. The marketing mix affected 44.3% of the satisfaction of “LA Light” smoking students, while the remaining 45.7% customer satisfaction was explained by other causes outside the research. The results of F-test analysis showed that F statistic was higher than F table with score of 58.945 > 3.97 which means that the marketing mix significantly affects consumer satisfaction. The results of simple regression was marked positive, which indicates that the effect of marketing mix on satisfaction of “LA Light” smoking students was in one direction. This means that the stronger the marketing mix, the higher the satisfaction of smoking students