PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA PT. AROFAH MINA

Abstract

Consumer satisfaction is the feeling of pleasure or disappointment of a person as a result of the comparison of the perceived service display in the person's expectation before using the service. This research aims to determine the influence of service quality, price and promotion of customer satisfaction at PT. Arofah Mina Surabaya. Population in this research is the consumer who ever use umroh service at PT. Arofah Mina Surabaya. The sample that been used is 96 respondents and the technique that been used is Non-probability sampling technique with purposive sampling approach. Data collection method that been used is spread the questionnaire. Data analysis technique used is multiple linear regression. The results of this research indicates that the Service Quality significantly and positively influenced the Consumer Satisfaction at PT. Arofah Mina Surabaya, Price significantly and positively influenced the Consumer Satisfaction at PT. Arofah Mina Surabaya, Promotion significantly and positively influenced the Consumer Satisfaction at PT. Arofah Mina Surabaya. For the PT. Arofah Mina Surabaya should further improve the quality of service, the right marketing strategy is a competitive price and increase promotion so that in accordance with what is expected by consumers. For the next researcher can add another variable, so that the research result becomes more relevant.
Keywords: Quality of service, price, promotion, consumer satisfaction