PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TEHADAP KEPUASAN KONSUMEN YOHANES PROFESIONAL WEDDING

Abstract

This research is aimed to find out the influence of service quality, price, and promotion to the customer
satisfaction of John Professional Wedding. The population is all customers who have visited and used the service
of John Professional Wedding and 100 customers have been selected as samples by using non probability
sampling as the sample collection technique. The analysis technique has been carried out by using multiple
regressions analysis. The result of the test shows that service quality, price, and promotion give influence to the
customer satisfaction of John Professional Wedding. This condition indicates that the models which have been
used in the research is worth to be continued for the following analysis. This result is also supported by the
multiple determination coefficient level of 89.7% which indicates simultaneous contribution among variables to
the customer satisfaction of John Professional Wedding is firm. The result of the test shows that each variable i.e.
service quality, price, and promotion gives influence to the customer satisfaction of John Professional Wedding.
Meanwhile service quality is the variable which gives dominant influence to the customer satisfaction.

Keywords: Service quality, price, promotion, customer satisfaction