Marketing Mix on Customer Satisfaction at the Tax Consulting Office Dr. Sudarno, S.Pd., M.M., BKP and Colleagues Pekanbaru

Abstract

Research is to identify and analyze the effect of the marketing mix on customer satisfaction partially and simultaneously at the tax consultant office of Dr. Sudarno, S.Pd., M.M., BKP and partners Pekanbaru. The research sample was all clients of the tax consultant office of Dr. Sudarno, S.Pd., M.M., BKP and partners in Pekanbaru city as many as 86 clients consisting of 44 corporate income tax and 42 income tax clients. Determination of the sample using the census method or saturated sampling. The data analysis technique used is multiple linear regression with SPSS Windows 19. The independent variables are product, price, place, promotion, people, process, and physical evidence while the dependent variable is customer satisfaction. The results showed that product, promotion, people, process, and physical evidence had a significant positive effect both partially and simultaneously on customer satisfaction. However, the results of the study also show that the price variable has a significant negative effect on customer satisfaction and the location variable has an insignificant negative either partially or simultaneously on customer satisfaction at the tax consultant office Dr. Sudarno, S.Pd., M.M., BKP and colleagues Pekanbaru.

The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries

“…It suggests that improvements in service locations and addressing specific issues could enhance customer satisfaction. This research finding aligns with studies by Suyono et al [76], Mohammad [73], Mishbakhudin and Aisyah [81], Arizal, Listihana, and Nofrizal [67], Hassan and Alassouli [57], Al-Habbari [41], as well as Basnet, Sherpa, and Del Cid [75].…”

“…The findings of this study align with many previous research efforts, consistently supporting the positive relationships between e-promotion and customer satisfaction. Examples include studies by Arizal, Listihana, and Nofrizal [67], Al-Shbiel and Siam [83], Saidani and Sudiarditha [55], Al-Sukar and Alabboodi [65], Muhaimin and Yapanto [70], Suyono et al [76], Alqudah [62], and Al-Habbari [41]. These factors collectively contribute to enhancing student respondents' satisfaction with e-information services, validating the utilization of the e-marketing mix framework in this study.…”

“…As shown by AL-Zu'bi's [72] research on tourist enterprises in Jordan. Suyono et al's study [76] from Indonesia revealed that e-promotion significantly improved client satisfaction at a tax consulting firm. Sopyan et al's [61] research conducted in Indonesia on e-commerce found that the e-marketing mix, or sales promotion, had a significant beneficial effect on the satisfaction of consumers of online shopping transaction services.…”

“…Similarly, a study conducted in South Korea by Basnet, Sherpa, and Del Cid [75] found that complicated payment and delivery procedures meant that e-price had no discernible impact on Coupang's international students' satisfaction. Suyono et al's study [76] in Pekanbaru, Indonesia, found that pricing had a significant and unfavourable effect on client satisfaction at a tax consulting firm. Similarly, Sabir et al's [77] research in the Pakistani setting showed a negative relationship between pricing and customer satisfaction in the restaurant business.…”

“…This implies that, within the specified international student market in South Korea, the electronic distribution channels used by Coupang did not have a statistically significant impact on customer satisfaction. Suyono et al [76] demonstrated a significant negative effect of the location variable on customer satisfaction at a tax consultant office in Indonesia. This indicates that the physical location or distribution aspect negatively influenced customer satisfaction in the context of the tax consultant office.…”