Pengaruh Social Marketing Campaign dan Brand Image terhadap Customer Satisfaction (Studi pada Pengguna Aplikasi DANA di Kota Medan)

Abstract

DANA application is a e-wallet service that still exists today. The increase in DANA application users is currently found in many communities whose lives are difficult apart from technology and who have a high response to Fintech. Customer satisfaction is an important factor as a benchmark for a company, and this is also the case with the DANA application. In this case, the factors that can be considered related to customer satisfaction are Social Marketing Campaign and Brand Image. This research aims to determine the influence of social marketing campaigns and brand image on customer satisfaction among people who use the DANA application in Medan City. The influence of social marketing campaign and brand image will be analyzed partially and simultaneously on customer satisfaction. The form of research used in this research is quantitative with an associative approach. The population in this research is people who use the DANA application in Medan City, with a sample of 96 respondents, with a technique using purposive sampling. Primary data was obtained through distributing questionnaires directly and secondary data was obtained through literature study. The analytical methods used are validity tests, reliability tests, classical assumption tests, multiple linear regression, partial tests, simultaneous tests, and determination tests and are processed using SPSS software. The results of this research show that the Social Marketing Campaign has a significant effect on Customer Satisfaction, obtained from a t value of 2.082 > 1.985 with a significance level of 0.040 < 0.05 and has a positive regression coefficient value of 0.218. Brand Image also has a significant effect on Customer Satisfaction, obtained from a calculated t value of 6.431 > 1.985 with a significance level of 0.000 < 0.05 and has a positive regression coefficient value of 0.645. In simultaneous testing, the variables Social Marketing Campaign and Brand Image influence simultaneously with a level of influence of 58.3%, while the remaining 41.7% is influenced by factors outside this research model.