PENGARUH CONTENT MARKETING, TARIF, DAN CUSTOMER REVIEW (SOCIAL PROOF) JASA TRANSPORTASI MOBIL ABDURROHMAN TRANSPORT TERHADAP KEPUASAN PELANGGAN DI JOMBANG

This study aims to analyze the effect of content marketing, tariffs, and customer reviews (social proof) on customer satisfaction of Abdurrohman Transport car transportation services in Jombang. The method used in this research is quantitative by involving 100 respondents who were taken through a questionnaire. The sampling technique in this study is to use saturated sampling technique where all the population in this study is sampled. So that the sample in this study is the same as the total population of 100 Abdurrohman Transport customers. The data analysis technique used is multiple linear regression analysis with SPSS 21 tools. From the t test analysis (partial) it is obtained that the content marketing variable has no significant effect on customer satisfaction. tariff variables and customer reviews have a significant effect on customer satisfaction The results of the analysis show that the content marketing variable has no significant effect on customer satisfaction. The results of the F test analysis (simultaneous) obtained that the content marketing, tariff, and customer review variables simultaneously affect customer satisfaction. The implication of this research is that Abdurrohman Transport needs to focus more on determining competitive rates and managing online reputation through customer reviews to increase customer satisfaction.

Keywords: Content Marketing, Tariff, Customer Review, Social Proof, Customer Satisfaction, Transportation Services.