PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA SATUANG COFFEE SHOP DI BANJAR WIJAYA CIPONDOH KOTA TANGERANG
Abstract
This research aims to determine the effect of service quality and promotion on consumer satisfaction in Satuang Coffee Shop Banjar Wijaya Cipondoh, Tangerang City. This type of research is quantitative. The data source for this research is primary data originating from a sample of consumers at Satuang Coffee Shop Banjar Wijaya Cipondoh, Tangerang City. The population in this study was 2801 consumers at the Satuang Coffee Shop, so the sample was determined using random sampling and obtained 97 respondents. The results of this research show that based on the results of a simple linear regression test, it has a positive and significant effect on consumer satisfaction. The Correlation Coefficient value for service quality is 0.909, meaning that the determination value of service quality is strong, namely 0.825 or the equivalent of 82.5%, while 17.5%. the rest influenced by other factors. The results of the hypothesis test show that the t value calculated > t table or (21,197 > 1.661). Based on the results of a simple linear regression test, promotion positive and significant effect on consumer satisfaction determination or influence contribution value being 0.843 or equivalent to 84.3%, while the remaining 17.5% is due to the influence of other factors, the Promotion correlation coefficient value is 0.918 it means very strong. And test the hypothesis obtained a calculated t value > t table or equal to (22.610 > 1.661). Based on the results of multiple linear regression tests, service quality and promotion simultaneously have a significant influence on consumer satisfaction with the regression equation Y =9.321 + 0.319 X1 + 0.460 X2 + e. The correlation coefficient value, which measures the level of relationship between independent variables and dependent variables, is 0.909, indicating a very strong relationship between the two. The coefficient of determination or contribution of simultaneous influence is 0.825 or equivalent to 82.5%, while others 17.5% influenced by other factors. Result of hypothesis test show that the calculated F value is greater than the F table value (297,444 > 3,090).
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