PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA 18 LAUNDRY HOUSE DI KOTA TANGERANG

Abstract

This study aims to determine and analyze the influence of promotion and service quality on customer satisfaction at 18 Laundry House in Tangerang City. The background of this research is based on the importance of marketing strategies, particularly promotion and service quality, in enhancing customer satisfaction and loyalty in the laundry service industry. The research method used is a quantitative approach with descriptive and verification techniques. The analytical methods employed include validity test, reliability test, normality test, classical assumption test, simple and multiple linear regression analysis, correlation coefficient test, coefficient of determination test, t-test, and F-test using the Statistical Package for the Social Sciences (SPSS) for Windows version 27. Data was collected through questionnaires distributed to 97 respondents who are customers of 18 Laundry House, and further supported by observations and interviews. The results show that both promotion and service quality have a positive and significant influence on customer satisfaction, both partially and simultaneously. Attractive promotions and fast, friendly, and timely services are proven to be key factors influencing customer perception and satisfaction. The conclusion of this study is that improvements in promotion and service quality aspects can comprehensively enhance customer satisfaction.