Download fulltext HTML
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

statistics

  • 194 Abstract Views
  • 51 PDF Views
  • 0 HTML Views

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
[1] Maiyena S, Mawarnis ER. Kajian Analisis Konsumsi Daging Sapi dan Daging Babi Ditinjau dari Kesehatan. Jurnal Pendidikan Tambusai. 2022;6(1):3131–6.

[2] Salman, Y., Syainah, E., & Rezkiah, R. Analisis Kandungan Protein, Zat Besi dan Daya Terima Bakso Ikan Gabus dan Daging Sapi. Jurnal Kedokteran dan Kesehatan. 2018;14(1):63-73.

[3] Kotler. P dan Keller. K. L. Marketing Management. Boston: Pearson Education Limited; 2016.

[4] Tjiptono F. Service Marketing: Esensi & Aplikasi. Yogyakarta: Marknesis; 2009.

[5] Adam M. Manajemen Pemasaran Jasa. Bandung: Alfabeta; 2015.

[6] Tjiptono F. Gregorius Chandra. Service, Quality, & Satisfaction (Edisi 3). Yogyakarta: Andi; 2011.

[7] Lovelock C, Dan John Wirtz. Pemasaran Jasa Perspektif Edisi 7. Jakarta; 2011.

[8] Priansa DJ. Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta; 2017.