PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Studi Pada Alfamart Jangli Perbalan Kota Semarang)

ARISTA V, NENY (2023) PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (Studi Pada Alfamart Jangli Perbalan Kota Semarang). Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

This study aims to determine and explain how the influence of the influence of service quality, price, and promotion on customer satisfaction (Study at Alfamart Jangli Perbalan Semarang City). This study uses a quantitative approach. Convenience Sampling and samples used were 100 respondents who visited Alfamart and collected data using a questionnaire. Data analysis in this study was using multiple linear regression analysis method which had previously been tested for validity, reliability and classical assumption tests. Based on the calculation results from the multiple regression analysis performed, the results obtained, Y = -0.307 + 0.172X1 + 0.282X2 + 0.293X3+e. If Service Quality, Price, And Promotion 0, Customer Satisfaction is -0.307. The results of the compensation t test prove that the service quality variable has a positive and significant effect on customer satisfaction, the price variable has a positive and significant effect on customer satisfaction, and promotion has a positive and significant effect on customer satisfaction. While the Adusjted R Square or coefficient of determination is 0.429, which means that 42.9% of the dependent variable (Y) is influenced by the independent variable (X), while the rest is influenced by other variables created by the research model. Keywords: Effect of Service Quality, Price, Promotion

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