Abstract
This study aims to determine the effect of Promotion on Customer Satisfaction at PT. Alfa Scorpii Medan, determine the effect of Service Quality on Customer Satisfaction at PT. Alfa Scorpii Medan, determine the effect of Promotion and Service Quality on Customer Satisfaction at PT. Alfa Scorpii Medan. The population in this study are customers of PT. Alfa Scorpii Medan in 2019 which is 480 customers. By using the Slovin formula with an error rate of 10%, a total sample of 83 respondents was obtained. The results of the research analysis showed that Promotion and Service Quality partially and simultaneously have a positive and significant effect on Customer Satisfaction at PT. Alfa Scorpii Medan. The results of this study are supported by the value of R square (R2) which means that Promotion and Service Quality have an effect on Customer Satisfaction at PT. Alfa Scorpii Medan. While the remaining is effected by other factors originating from outside this research model such as brand trust, brand image, brand association, price, advertising, personal selling, distribution channels and consumer commitment.
Highlights
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Promosi terhadap Kepuasan Pelanggan pada PT
This study aims to determine the effect of Promotion on Customer Satisfaction at PT
4. Hasil Uji-F menunjukkan bahwa Promosi dan Kualitas Pelayanan secara simultan memiliki pengaruh positif dan signifikan terhadap Kepuasan Pelanggan pada PT
Summary
Yamaha merupakan salah satu merek yang mendominasi pangsa pasar sepeda motor di Indonesia setelah Honda. Promosi merupakan kegiatan komunikasi pemasaran, selain daripada periklanan, penjualan pribadi, dn hubungan masyarakat, dimana insentif jangka pendek memotivasi konsumen dan anggota untuk membeli barang atau jasa, baik dengan harga yang rendah atau dengan menaikkan nilai tambah. Kualitas Pelayanan adalah suatu kondisi dinamis yang berhubungan dengan produk, jasa, sumber daya manusia, proses, dan lingkungan memenuhi atau melebihi harapan. Promosi Menurut Lamb (2001:226) Promosi merupakan kegiatan komunikasi pemasaran, selain daripada periklanan, penjualan pribadi, dan hubungan masyarakat, dimana insentif jangka pendek memotivasi konsumen dan anggota saluran distribusi untuk membeli barang atau jasa dengan segera, baik dengan harga yang rendah atau dengan menaikkan nilai tambah. Kualitas Pelayanan Menurut Bismala (2014:182), Kualitas Pelayanan adalah suatu kondisi dinamis yang berhubungan dengan produk, jasa, sumber daya manusia, proses, dan lingkungan memenuhi atau melebihi harapan.
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