The Effect of Promotion and Service Quality on Customer Satisfaction of Bakso Juragan Perindustrian 1 Branch in Palembang City

Abstract

This study aimed to analyze the effects of promotion and service quality on customer satisfaction at Bakso Juragan Perindustrian 1 Branch 1 in Palembang City. The research method was quantitative. The probability sampling technique was used to select 100 respondents. Data analysis was done through the t-test, f-test and multiple linear regression analysis. The t-test results showed that the promotion and service quality variables partially had a significant effect on customer satisfaction. The results of the f-test showed that the variable promotion and service quality simultaneously affected customer satisfaction. The results of the multiple linear regression analysis of the dominant variable were a promotion (X1) with a significance value of 0.00 and the largest beta value (0.398). Keywords: promotion, service quality, customer satisfaction