PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA SWALAYAN ANEKA BUANA DI PONDOK LABU

Abstract

The purpose of this research is to determine the effect of promotion on customer satisfaction at the Aneka Buana di Pondok Labu supermarket. To determine the effect of service quality on customer satisfaction at the Aneka Buana di Pondok Labu supermarket. To determine the influence of Promotion and Service Quality together on customer satisfaction at the Aneka Buana di Pondok Labu Supermarket. This research method uses a quantitative description method, data collection techniques using questionnaires. The population is 318 consumers, sampling can use saturated sampling, so the sample is all employees totaling 76 consumers. Data analysis uses validity tests, reliability tests, classical assumption tests, multiple regression analysis, multiple correlation coefficient analysis, coefficient of determination analysis and hypothesis testing. Based on the test results in the table above, a positive value of tcount > ttable or (11.130 > 2.006) is obtained. This is also reinforced by the significance value of 0.000 <0.05. Thus Ho is rejected and H1 is accepted, this shows that there is a significant influence between Promotion and Customer Satisfaction. Based on the test results in the table above, a positive tcount value > ttable or (7.848 > 1.992) is obtained. This is also reinforced by the significance value of 0.000 <0.05. Thus, Hο is rejected and H1 is accepted, this shows that there is a significant influence between Promotion and Customer Satisfaction. Based on the test results in the table above, a positive tcount value > ttable or (13.541 > 1.992) is obtained. This is also reinforced by the significance value of 0.000 <0.05. Thus, Hο is rejected and H1 is accepted, this shows that there is a significant influence between Service Quality and Customer Satisfaction. Based on the test results in the table above, the calculated F value is positive > F table or (98.938 > 2.73). This is also reinforced by the significance value of 0.000 <0.05. Thus it can be concluded that Promotion and Service Quality together have a positive and significant effect on Customer Satisfaction.