PENGARUH PROMOSI, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

This research aimed to examine the effect of promotion, brand image, and service quality on the costumers’ satisfaction of PT. Pos Surabaya, Kebonrojo branch (Persero). While, the population was all consumers who use the service and buy the product of PT. Pos Surabaya, Kebonrojo branch (Persero). Moreover, the data collection technique used purposive sampling, with 100 respondents as sample. Furthermore, the data analysis technique used multiple linear with SPSS (Statistical Product and Service Sulotions) 20. The research result concluded promotion, brand image, and service quality had positive and significant effect on the customers’ satisfaction with regression coefficient of 0.256 and significance level of 0.014. In addition, the brand image had positive and significant effect on the customers’ satisfaction with regression coefficient of 0.362 and significance level of 0.000. Likewise,the quality service had positive dan significant effect on the customers’satisfaction with regression coefficient of 0.210 and significance level 0.10. In addition, independent variable had significant effect on dependent variable with the significance level of 0.000.
Keywords: promotion, brand image, service quality, costumers’ satisfaction