Pengaruh Komunikasi Pemasaran dan Diferensiasi Produk Terhadap Kepuasaan Nasabah Pada PT Aj Central Asia Raya Meda

This study aims to determine the effect of marketing communication and product
differentiation on customer satisfaction at PT AJ Central Asia Raya. The
population in this study were all unit-linked customers of PT AJ Central Asia Raya
(CAR) in the city of Medan. In this study the data were collected through a
questionnaire method of 92 respondents obtained by using techniques, namely
techniques (purposive sampling). Then performed an analysis of the data obtained
in the form of quantitative analysis. Quantitative analysis includes validity and
reliability tests, classical assumption tests, hypothesis testing through the F test
and t test as well as the coefficient of determination (R2) analysis test. The data
analysis technique used is multiple linear regression analysis. The results showed
that the two independent variables, namely marketing communication and product
differentiation, had a positive and significant effect on the dependent variable,
namely satisfaction
Keyword : Communication Marketing, Differentiation Product, Satisfaction.