Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)

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The Influence of Online Marketing and Service Quality on Customer Satisfaction at SMK Pasundan 3 Bandung

Authors
Juningsih1, *, Yenni Maya Dora1
1Program Studi Magister Manajemen, Universitas Widyatama Bandung, Bandung, Indonesia
*Corresponding author. Email: juningsih@widyatama.ac.id
Corresponding Author
Juningsih
Available Online 27 December 2024.
DOI
10.2991/978-94-6463-608-6_30How to use a DOI?
Keywords
Online Marketing; Service Quality; Customer Satisfaction
Abstract

This study aims to examine and analyze the influence of online marketing and service quality on customer satisfaction. The research method is survey research, which involves distributing questionnaires to customers. The population in this study is students at one of the private vocational high schools in the city of Bandung. The sample in this study is 100 people. In this study, primary data is used, namely data from questionnaires and interviews. The variables in this study are online marketing and service quality as independent variables and customer satisfaction as the dependent variable. The questionnaire used has been tested for validity and reliability. The data analysis techniques used in this study are descriptive analysis and regression analysis. Descriptive analysis is used to determine the characteristics of the respondents, and regression analysis is used to test the influence of online marketing and service quality on customer satisfaction. The results of this study indicate that online marketing and service quality have a positive and significant impact on customer satisfaction.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
27 December 2024
ISBN
978-94-6463-608-6
ISSN
2352-5398
DOI
10.2991/978-94-6463-608-6_30How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Juningsih
AU  - Yenni Maya Dora
PY  - 2024
DA  - 2024/12/27
TI  - The Influence of Online Marketing and Service Quality on Customer Satisfaction at SMK Pasundan 3 Bandung
BT  - Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024)
PB  - Atlantis Press
SP  - 257
EP  - 262
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-608-6_30
DO  - 10.2991/978-94-6463-608-6_30
ID  - 2024
ER  -