|
Abstract:
|
This study aims to determine: the influence of service quality, price and promotion partially and simultaneously on customer satisfaction. This type of research is quantitative. The population of this study was consumers with sampling techniques in this study using propotional random sampling using the Slovin formula. Data collection was carried out by distributing questionnaires to 100 respondents who were consumers of Free Time Coffe by means of share the questionnaire online using google form. The analytical methods used in this study consist of validity and reliability tests, classical assumption tests, multiple linear regression tests, and hypothesis tests.
The results of the study stated that; 1) partially, the service quality variable has a calculated value of < ttabel where 4.024 > 1.977 with a significance level of
0.00 < 0.05 that the quality of service affects consumer satisfaction; 2) partially, the price variable has a calculated value of > ttabel where 0.148 < 1.977 with a significance level of 0.883 > 0.05 that the price does not have a positively significant effect on consumer satisfaction; 3) partially, the promotion variable has a calculated value of > ttabel where 4,786 > 1,977 with a significance level of 0.000
< 0.05 that promotion has a significant positive effect on consumer satisfaction; 4) simultaneously the variables of service quality, price and promotion to consumer satisfaction show the result that the Fhitung value of the Ftabel > is 33.201 > 3.97), with a significant level of 0.000 < 0.05, then the variables of service quality, price, and promotion together (simultaneously) positive influence on consumer satisfaction. It is better to reduce prices so that they are not too far compared to other competitors, in order to reduce the burden of consumer spending and increase consumer satisfaction. |