PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA ANGKRINGAN SERASA DI KEMBANGAN KOTA JAKARTA BARAT

Muhammad Ilham Shottir; Muhammad Musyfiq Salami

doi:10.58174/fmkrw098

Authors

Muhammad Ilham Shottir Universitas Pamulang
Muhammad Musyfiq Salami Universitas Pamulang

DOI:

https://doi.org/10.58174/fmkrw098

Keywords:

Kualitas pelayanan; Promosi; Kepuasan Konsumen, : Service quality, Promotion, Consumer Satisfaction

Abstract

This study aims to determine the effect of service quality and promotion on customer satisfaction at Angkringan Serasa in Kembangan, West Jakarta City, both partially and simultaneously. The method used is a quantitative method. With a population of 7079, using the slovin formula with a research sample of 99 respondents. Data analysis methods used in the study include instrument tests consisting of validity tests, reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, correlation coefficients, determination coefficient tests, hypothesis tests consisting of partial t tests and simultaneous f tests. The results of the study showed that service quality has an effect on customer satisfaction with a calculated t value> t table or (11.540> 1.985) and a significance value of 0.000 <0.05. Thus, Ho1 is rejected and H1 is accepted. Promotion has a positive and significant influence on consumer satisfaction with a calculated t value > t table or (11.755 > 1.985) and a significance value of 0.000 < 0.05. Thus, Ho2 is rejected and H2 is accepted. Service quality and promotion have a positive and significant influence on consumer satisfaction with a calculated F value > F table or (81.602 > 3.090) and a significance value of 0.000 < 0.05. Thus, Ho3 is rejected and H3 is accepted. Service quality and promotion have an effect on consumer satisfaction The R-square value (coefficient of determination) of 0.630 means that it can be concluded that the service quality and promotion variables together have a contribution to the influence of the consumer satisfaction variable of 63%, while the remaining 37% is influenced by other factors or variables not studied.

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