HARGA, KUALITAS LAYANAN, PROMOSI DAN PENGARUHNYA TERHADAP KEPUASAN PENGUNJUNG SUROBOYO CARNIVAL NIGHT

Abstract

This research is aimed to find out the influence of price, service quality, and promotion to the customer satisfaction at Suroboyo Carnival Night. The population is all customers who have aver visited Suroboyo Carnival Night. This research is a quantitative research and the analysis technique has been carried out by using multiple linear regressions analysis. The sample collection technique has been done by using purposive sampling and 100 respondents have been selected as samples. Based on the result of the research, it has been found that price give significant influence to the customer satisfaction at Suroboyo Carnival Night. Based on the result of the research, it has been found that service quality give significant influence to the customer satisfaction at Suroboyo Carnival Night. Based on the result of the research, it has been found that promotion give significant influence to the customer satisfaction at Suroboyo Carnival Night.Based on the result of partial determnation coefficient promotion has dominant influence to the customer satisfaction at Suroboyo Carnival Night, because the promotion which has been offered is very interesting by giving presents, holding events, and ticket price discount on holidays so the visitors feel satisfied in playing at Suroboyo Carnival Night.
Keywords: Price, service quality, promotion, customer satisfaction.