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Azaliah, W., Rosa, A., & Hamdaini, Y. (2024). The Effect of Promotion and Service Quality on Customer Satisfaction of Bakso Juragan Perindustrian 1 Branch in Palembang City. KnE Social Sciences, 9(14), 609–617. https://doi.org/10.18502/kss.v9i14.16132

https://doi.org/10.18502/kss.v9i14.16132

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authors

  • Winnie Azaliah

    Winnie Azaliah

    Sriwijaya University
  • Aslamia Rosa

    Aslamia Rosa

    Sriwijaya University
  • Yulia Hamdaini

    Yulia Hamdaini

    Sriwijaya University

Published Date

  • May 3, 2024

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

KnE Social Sciences / 8th Sriwijaya Economics, Accounting, and Business Conference (8th SEABC 2023) / Pages 609–617

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

References
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