PENGARUH PROMOSI PENJUALAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA VSTUDIO APRIL SALON BSD DI KOTA TANGERANG SELATAN

Abstract

This study aims to determine the effect of Sales Promotion and Service Quality on Customer Satisfaction of Vstudio April Salon BSD in South Tangerang City. The research method used is quantitative with a descriptive approach. The population in this study is all customers who have visited Vstudio April Salon BSD more than three times, totaling 596 customers during 2024. The sample was determined using the Probability Sampling technique  and the calculation of the Slovin formula with an error rate of 10%, resulting in a sample of 86 respondents. The results of the study based on the t-test showed that Sales Promotion (X1) had a significant influence on Customer Satisfaction (Y) with a t-count value of 12,504 > 1,663 and a significance of 0.000 < 0.05. Service Quality (X2) also had a significant effect with a t-count value of 7,304 > 1,663 and a significance of 0.001 < 0.05. Furthermore, the F test showed that simultaneously Sales Promotion and Service Quality had a significant effect on Customer Satisfaction with an F-count value of 184,012 > 2.71 and a significance of 0.000 < 0.05. Thus, the two variables together contribute to increasing customer satisfaction in salon services.