PENGARUH KUALITAS PRODUK DAN KOMUNIKASI PEMASARAN MELALUI MEDIA TIKTOK TERHADAP KEPUASAN PELANGGAN GENERASI Z DI DESA BUSUNGBIU, KECAMATAN BUSUNGBIU
Keywords:
Product Quality, Marketing Communication, Customer SatisfactionAbstract
Currently is the era of digitalization, so the use of social media is intensively carried out by all aspects of humanity, one of which is TikTok media which can recently be used for shopping, therefore this research aims to identify TikTok media. The problems identified in this research are: (1) Does product quality influence generation Z customer satisfaction in Busungbiu Village, Busungbiu District? (2) Does marketing communication influence generation Z customer satisfaction in Busungbiu Village, Busungbiu District? (3) Does Product Quality and Marketing Communication via TikTok media influence Generation Z Customer Satisfaction in Busungbiu Village, Busungbiu District? To answer this question, researchers used quantitative research methods with a correlational approach. With data collection techniques in the form of interviews, questionnaires and documentation. The research results show that: (1) Product quality has a Sig. 0.000 < 0.05. This shows that there is a significant influence between product quality and customer satisfaction. (2) Marketing communications also have a Sig value. 0.000 < 0.05. This also shows that there is a significant influence between marketing communications on the customer satisfaction variable. (3) F count 106, 416 > F table 2.71 at a significance level of 5% or 0.05. Thus, product quality analysis (X1) and marketing communications (X2) have an influence on customer satisfaction (Y).
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