PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA RUMAH CANTIK ALAMANDA

Abstract

The competition of the business world is competitive and its movement is along with the changing in technology
and culture, the development of the world and the need of the customer. Therefore, service quality should be
improved in order to be able to achieve the customer satisfaction. The purpose of this research is to find out
promotion and service quality to the customer satisfaction.This research is quantitative approach. The
population is all customers who have ever done the treatment at Rumah Cantik Almanda Ngagel Surabaya,
meanwhile the samples are 100 respondents. The data collection technique has been done by issuing
questionnaires. The data analysis model has been done by using multiple linear regressions analysis. The result
of this research shows that promotion and service quality has influence to the customer satisfaction and service
quality variable has dominant influence to the customer satisfaction. It has been expected from the result of this
research that the management of Rumah Cantik Almanda Ngagel Surabaya increase the promotion with
brochure which is more informative and to increase service quality that is given to the customers by giving
attention and responsive in selecting the product which confoms with the customer expectation.

Keywords: Promotion, Service Quality, Customer Satisfaction.