Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Alfamart Candella Residence, Pondok Cabe, Kota Tangerang Selatan

Abstract

This research is to determine the influence of Service Quality and Price both partially and simultaneously on Customer Satisfaction at Alfamart Candella Residence, Pondok Cabe, Kota Tangerang Selatan. The research is descriptive quantitative with hypothesis testing. The population in this research is Alfamart Candella Residence, Pondok Cabe, Kota Tangerang Selatan customers and the number of saturated samples is 84 customers in 2023. Data collection methods are through questionnaires with a Likert scale, observation and literature study. Data analysis techniques: Validity Test, Reliability Test, Classical Assumption Test, Simple Linear Regression Analysis, Multiple Linear Regression Analysis, Determinant Coefficient Test, Partial Test (t Test), and Simultaneous Test (F Test). Research results obtained: (1) There is a positive and significant influence between service quality on Alfamart Candella Residence, Pondok Cabe, Kota Tangerang Selatan customer satisfaction. Linear regression model Y = 19.762 + 0.305 0.001 < 0.05. (2) There is a positive and significant influence between price on customer satisfaction at Alfamart Candella Residence, Pondok Cabe, Kota Tangerang Selatan. Simple linear regression model Y = 17.886 + 0.469 05. (3) There is a positive and significant influence between service quality and price simultaneously on Alfamart Candella Residence, Pondok Cabe, Kota Tangerang Selatan customer satisfaction. Multiple linear regression model Y = 16.834 + 0.210X1+ 0.152 0.001 < 0.05 and the coefficient of determination value is 24%.