ANALISIS PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

This study aims to determine the influence of price, promotion, and service quality on customer satisfaction. This study uses primary data with a total sample of 30 subjects were obtained from a population, that is customers who have purchased more than one time. The analysis tool used is multiple regression using SPSS for Windows version 22.0. Results of this study indicate the F test that price, promotion, and service quality simultaneous significant influence on customer satisfaction with value Sig 0.000 and value F_count > F_table (54.738 > 2.98). Results of the t test (partial) shows that prices have a significant effect on customer satisfaction with value Sig 0.025 and the value t_count > t_table (2.377 > 2.056), the promotion had no significant effect on customer satisfaction with value Sig 0,282 and the value t_count < t_table (1.099 < 2.056) and service quality significantly influence customer satisfaction with value Sig 0.000 and the value t_count > t_table (6.009 > 2.056). It can be concluded that the promotion had no significant effect on customer satisfaction, while price and service quality have a significant effect partially on customer satisfaction. Price, promotion, and quality of service have a significant effect simultaneously on customer satisfaction.