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IJSTR >> Volume 8 - Issue 8, August 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



The Role Of Price, Promotion, And Viral Marketing In Improving Swiwings Chicken’s Customer Satisfaction

[Full Text]

 

AUTHOR(S)

Ardhian Hadi Mahendra, Diah Yulisetiarini, Arie N. Subagio

 

KEYWORDS

Price, Promotion, Viral Marekting, Consumer Satisfaction

 

ABSTRACT

This study aims to analyze the effect of price, promotion, and viral marketing on the satisfaction of consumers of Swiwings Chicken in Jember, Indonesia. The population in this study are swiwings chicken Instagram followers at Jember @ swiwings.idn. The sampling method used was purposive sampling with the number of respondents as many as 112 people. The independent variables used are price, promotion, and viral marketing and the dependent variable is consumer satisfaction. The analytical tool used is multiple linear regression analysis. The results of the study show that: 1) There is a significant positive effect of price on consumer satisfaction at Swiwings Chicken in Jember. 2) There is a significant positive effect of promotion on consumer satisfaction at Swiwings Chicken in Jember. 3) There is a significant positive effect of viral marketing on consumer satisfaction with Swiwings Chicken in Jember and; 4) There is a significant positive simultaneous influence on price, promotion, and viral marketing on consumer satisfaction at Swiwings Chicken in Jember.

 

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