THE EFFECT OF SERVICE QUALITY AND PROMOTION ON CUSTOMER SATISFACTION ON PT. INDOMARCO PRISMATAMA BRANCH KEMIRI RAYA KOTA TANGERANG SELATAN: PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN PADA PT. INDOMARCO PRISMATAMA CABANG KEMIRI RAYA KOTA TANGERANG SELATAN

Munarsih Munarsih; Adi Bintang  Pratama

doi:10.53067/ijebef.v2i1.47

Authors

Munarsih Munarsih Universitas Pamulang
Adi Bintang Pratama Universitas Pamulang

DOI:

https://doi.org/10.53067/ijebef.v2i1.47

Keywords:

Kepuasan Pelanggan, promosi, Kualitas Pelayanan, Customer Satisfaction, Promotion, Service Quality

Abstract

The purpose of this study was to determine the effect of promotion and service quality on customer satisfaction at PT. Indomarco Prismatama Indomaret Kemiri Raya Branch, South Tangerang City, either partially or simultaneously. The method used is the quantitative associative method. The sampling technique used is random sampling using a sample of 99 respondents. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient analysis, coefficient of determination analysis and hypothesis testing.Service quality has a significant effect on customer satisfaction with the correlation value is 0.546, meaning that the two variables have a moderate level of relationship with a coefficient of determination of 29.8%. Hypothesis test obtained t_count > t_table or (6,421 > 1,984). Thus, H₀ is rejected and Ha₁ is accepted, meaning that there is a significant influence between service quality and customer satisfaction. Promotion has a significant effect on customer satisfaction with the correlation value is 0.618, meaning that the two variables have a strong relationship level with a coefficient of determination of 38.2%. Hypothesis test obtained t_count > t_table or (7,744 > 1,984). Thus, H₀ is rejected and Ha₂ is accepted, meaning that there is a significant influence between promotions on customer satisfaction. Service quality and promotion have a significant effect on customer satisfaction with the regression equation Y = 15,463 + 0.066X₁ + 0.124X₂. The correlation value of 0.640 means that the independent variable and the dependent variable have a strong relationship with a coefficient of determination of 40.9%. Hypothesis test obtained value F_count > F_table or (33.247 > 2,700). Thus, H₀ is rejected and Ha₃ is accepted, meaning that there is a simultaneous significant effect between service quality and promotion on customer satisfaction at Indomaret Kemiri Raya

Downloads

Download data is not yet available.

References

Aaker, A, “Manajemen Ekuitas Merek Memanfaatkan Nilai dari Suatu Merek”. Edisi Pertama. Mitra Utama, Jakarta, 2015.

Afandi, P. (2018). Manajemen Sumber Daya Manusia (Teori, Konsep dan Indikator). Riau: Zanafa Publishing.

Alma, Buchori, “Manajemen Pemasaran & Pemasaran Jasa”, CV. Alfabetha, Bandung, 2015.

Anaroga, Panji, “Mananajemen Bisnis”, PT. Rineka Cipta, Semarang, 2015.

Arief. M, “Metodologi Penetian”, Rajawali Press, Jakarta, 2015.

Arikunto, Suharsimi, “Prosedur Penelitian Suatu Pendekatan Praktek”, PT. Rineka Cipta, Jakarta, 2016.

Arli, D., Cherrier, H., & Tjiptono, F. (2016). God blesses those who wear Prada: Exploring the impact of religiousness on attitudes toward luxury among the youth of Indonesia. Marketing Intelligence & Planning.

Arli, D., Tjiptono, F., & Porto, R. (2015). The impact of moral equity, relativism and attitude on individuals’ digital piracy behaviour in a developing country. Marketing Intelligence & Planning.

Fandy, T., & Chandra, G. (2005). Service, Quality & Satisfaction. Yogyakarta: Andi Offset.

G.R. Terry, and Rue, Leslie W. Rue, “Dasar-dasar Manajemen”, Bumi Aksara, Jakarta 2016.

Ghozali, I. (2016). Aplikasi Analisis Multivariete IBM SPSS 23. Badan Penerbit Universitas Diponegoro, Semarang.

Ghozali, I. (2018). Aplikasi analisis multivariete dengan program IBM SPSS 23.

Ghozali, Imam, “Aplikasi Analisis Multivariate dengan Program SPSS”, Edisi Kelima, Badan Penerbit Undip, Semarang, 2017.

Harker, M., Brennan, R., Kotler, P., & Armstrong, G. (2015). Marketing: An Introduction.

Hasan, Ali, “Marketing”. Media Utama., Yogyakarta, 2015.

Hasibuan, “Manajemen”, Haji Masagung, Jakarta, 2017.

Hasibuan, H. M. S. (2016). Manajemen, Dasar, Pengertian, dan Masalah.

Husen, Umar, “Riset Pemasaran Dan Perilaku Konsumen”, PT. Gramedia Pustaka Utama, Jakarta, 2016.

Irawan, Handi, “Prinsip-Prinsip Kepuasan Pelanggan”, PT. Alex Media Komputindo, Jakarta, 2015.

Istijianto, “Aplikasi Praktis Riset Pemasaran”, Gramedia Pustaka Utama, Jakarta, 2015.

Jasa, M., Tjiptono, F., Fisik, D., Umum, C., & Ma'aani Al Aatsaar, S. (2005). Manajemen Jasa.

Keller dan Amstrong, “Prinsip-prinsip Pemasaran”, Edisi Kedua Belas, Jilid Satu, Erlangga, Jakarta, 2017.

Kotler dan Keller, “Manajemen Pemasaran”, Edisi Kedua Belas, Jilid Satu, Erlangga, Jakarta, 2017.

Kotler, Manajemen Pemasaran”, Edisi Keempat belas, PT. Indeks, Jakarta, 2017.

Kotler, P. (2016). A framework for marketing management. Pearson Education Limited.

Kotler, P., & Keller, K. L. (2015). Marketing management, global edition. Pearson Education UK.

Laksana, Fajar, “Manajemen Pemasaran”, Edisi Pertama, Graha Ilmu, Yogyakarta, 2015.

Philip, K., Kevin, K., Fabio, A., & Costabile, M. (2017). Marketing management (pp. 1-1031). Pearson.

Sarinah, S., & Mardalena, M. (2017). Pengantar Manajemen.

Sugiyono, P. D. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung.

Tjiptono, F. (2016). Pemasaran jasa.

Tjiptono, F. (2017). Pelanggan puas? Tak cukup!

Tjiptono, F., & Chandra, G. (2011). Service, Quality & Satisfaction Edisi 3. Yogyakarta: Andi, 1.

Tjiptono, F., Chandra, G., & Adriana, D. (2012). Pemasaran strategik. Yogyakarta: Andi.

Agus Setiawan. 2019. Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Nasabah Pada PT. BPR Hitamajaya Argamandiri Bogor [skripsi]. Tangerang Selatan (ID): Universitas Pamulang.

Elly Isnaini. 2019. Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan Converse Gandaria City [skripsi]. Tangerang Selatan (ID): Universitas Pamulang.

Nur Subekhan. 2019. Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen Pengguna Jasa Layanan GO-JEK DI Wilayah Pamulang Tangerang Selatan [skripsi]. Tangerang Selatan (ID): Universitas Pamulang