PENGARUH HARGA, PROMOSI, DAN PELAYANAN PURNA JUAL TERHADAP KEPUASAN PELANGGAN DI PT WIRATECH SURABAYA

Abstract

This research is meant to analyze how far the influence of price, promotion, and after-sales service to the
customer satisfaction on PT Wiratech Surabaya. The research data has been obtained from the primary data
through questionaires that has been issued to the customer of PT Wiratech Surabaya. The sampling technique
has been done by using simple random sampling and 97 people have been selected as respondents who is the
result of Slovine calculation. The multiple linear regressions are used as the research method. The findings of
this research shows that the regressions coefficient for price and after-sales service variables have positive
coefficient regressions, so it can be said that the price and after-sales service variables have significant influence
to the customer satisfaction of PT Wiratech Surabaya. Meanwhile, promotion variable has coefficient regression
which its value is negative, so promotion does not have any significant influence to the customer satisfaction.
The company management should maintain the implementation price in order to be compatible with the benefits
which is obtained by the customers and not higher than its competitor. Moreover, the company should able to
increase the after-sales service specifically in repairmen service should be faster in its process and the
procurement of spare part that should be completed.
Keywords: Price, Promotion, After-Sales Service, Customer Satisfaction.