Analysis of Consumer Satisfaction with Digital Marketing and Service Quality

Abstract

The purpose of this study was to determine the condition of the digital marketing variables, service quality and customer satisfaction at Brits Hotel Karawang KARAWANG. In addition, this study aims to determine how much influence digital marketing has on customer satisfaction, the effect of service quality on customer satisfaction, and the effect of digital marketing and service quality on customer satisfaction. This research is a sample study conducted by consumers as respondents in the study, to collect data using a questionnaire with a total of 100 respondents consisting of consumers and visitors to Café and Resto Karawang. The analysis method used is quantitative method with descriptive analysis and verification analysis. To process the data, the authors used the help of the Microsoft Excel 2016 program and SPSS 22 For Windows. The results of the research that has been done state that digital marketing is in the criteria quite well, service quality is in the criteria quite well and customer satisfaction is also in the criteria quite well. The T test results show that digital marketing partially affects customer satisfaction, service quality partially affects customer satisfaction. The results of the F test show that digital marketing and service quality simultaneously affect customer satisfaction. To get better customer satisfaction, Brits Hotel Karawang KARAWANG must pay more attention to digital marketing and service quality simultaneously. Because these two variables play an important role in customer satisfaction