Pengaruh Kualitas Pelayanan, Harga, dan Promosi Terhadap Kepuasan Pelanggan pada PT. Benua Trans Maju Bersama Cabang Medan

Abstract

in this study is to find out how the influence of service quality, price and promotion on customer satisfaction with the aim of testing and analyzing the effect of service quality, price and promotion on customer satisfaction at PT. Benua Trans Maju Bersama Cabang Medan. The research was started in October 2020 – May 2021. In this study, the researcher used quantitative research techniques with the type of research being descriptive quantitative and the nature of the research was descriptive explanatory research. The population in this study were all customers has 223 customers. where validity and reliability were first tested in order to determine whether a questionnaire was valid or not, and researchers did it to 30 customers and the rest were 143 customers as a sample test. Then it is processed using the classical assumption test which includes: normality test, multicollinearity test, and heteroscedasticity test. The data analysis model in this study uses multiple regression analysis. The conclusion from the results of this study is that there is a service quality partially positive and significant effect on customer satisfaction. The price partially positive and significant effect on customer satisfaction. Promotion positive and significant effect on customer satisfaction Simultaneously the variables of service quality (X1), price (X2) and promotion (X3), there is a positive and significant influence on customer satisfaction (Y).