PENGARUH KEPUASAN KONSUMEN, KOMUNIKASI PEMASARAN DAN NILAI PELANGGAN TERHADAP MENINGKATKANMINAT BELI KONSUMEN (STUDI KASUS PADA CV IPONG AREA KOTA PANGKALPINANG)

Abstract

       Satisfying consumer needs is the desire of every company. In addition to being an important factor for the survival of the company, satisfying the needs of consumers can increase the advantage over the competition. Consumers who are satisfied with products and services tend to repurchase the product and reuse the service when the same need reappears in the future. Marketing communication is a form of communication created to strengthen marketing strategies in order to reach a broad segmentation. Each communication pattern has a specific purpose, as well as communication in marketing. Customer value is also defined as the total value offered to customers minus the total costs incurred by the customer. The total customer value includes the functional value of the product, service, emotional, social, and conditional value. While the total costs include monetary prices, time, spending effort, energy and psychology.  The results of this study, with the results;

1. The adjusted R2 value of 0.343 or can be defined as equivalent to 34.3%. It can be concluded that consumer satisfaction, marketing communication, and customer value can explain the positive influence on increasing buying interest by 65.7%. The remaining 35.2% can be explained by other variables not used in this study. 
2. The first hypothesis of H1 shows a significant t value. This means that the t-test produced by the research individually (partial) variable consumer satisfaction can have a significant effect on increasing consumer buying interest in CV Ipong H1 is accepted with a value of 3.464 and P-Value <.001. 
3. The second hypothesis of H2 can have a negative and significant t-value. This means that it is concluded that individually (partial) marketing communications have negative and significant results in increasing consumer buying interest at CV Ipong H2 received with a value of -2.160 and a P-Value of 0.008.
4. The third hypothesis of H3 can show a positive and significant t-value result. This means that individually (partial) customer value has a positive and significant effect on increasing consumer buying interest. CV Ipong H3 is accepted with a value of 7.133 and P-Value <.001.

       The fourth hypothesis from the F test is that the values ​​obtained by consumer satisfaction, marketing communication, and customer values ​​have a positive and significant effect on increasing consumer buying interest in CV Ipong H4 which is accepted with a value of 29,518 and P-Value <.001.