PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA TOKO ASF ACCESSORIES GADGET MOJOKERTO)

ADI BAGUS ROMADHON, ADI BAGUS ROMADHON (2019) PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA TOKO ASF ACCESSORIES GADGET MOJOKERTO). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Bagus, Adi, 2018. Effect of Price, Promotion, and Service Quality on Customer Satisfaction (A case study on ASF gadget accessories mojokerto customers) Final project / thesis, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I: Eny Setyariningsih, S.E, M.M. Advisor II: M. Syamsul Hidayat, SE., MM Price, promotion and quality of service are elements that influence activities in the company that function to create competitive advantage for the company. Companies are required to be able to meet the needs and desires of customers by providing the best and quality services, so that customers will feel their own satisfaction and feel valued so that they are happy and willing to be regular customers. This study aims to determine the effect of price, promotion and service quality on customer satisfaction on the ASF accessories mojokerto gadget. The type of research used by the author is a type of quantitative research. Source of data used is primary data, namely data obtained from questionnaires distributed to research respondents. The population of this study was 275 customers, with a total sample of 163 respomden. Sampling technique according to Slovin formula. Data analysis uses multiple linear regression. Based on multiple linear analysis using the F-test, simultaneously the variables of customer satisfaction in the ASF accessories gadget are influenced by price, promotion, and service quality can be seen from the results of the F test conducted at a significant level of 0.05 F count value (11.039)> F-table (1,564), then Ho is rejected and Ha is accepted. From the results of the t test, it is known that the t variable price (X1) is 2.197, the promotion variable (X2) is 3.331 and the service quality variable (X3) is 2.245. T count> T table, it can be concluded that all the variables studied (Price, promotion and service quality) partially have a significant influence on customer satisfaction in the gadget accessories ASF store. Keywords: Price, Promotion, Service quality, Customer satisfaction

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