ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN PADA HARTONO ELEKTRONIK SURABAYA

Abstract

The research to aimed find out the factors, namely service quality promotion and product on customers satisfaction. While, the research was quantitative. The population was customers who had ever bought and used products of hartono electronic, surabaya. Moreover, the data collection technique used infinite sampling. In which the samplebwas unkown numbers. In line with, there were 100 people as sample. Futhermore, the data analyst techiques used multiple linear regression. According to the research result, it showed promotion was the dominant variable which affected customers satisfaction with coeffisien regression of 0,445. Then, it followes by product quality with coeffiesient regression of 0.271. the last service quality became the third dominant variable with coeffient regression of 0,170. In addition, based on the result of analysist, it showed service quality had positive and significant effect on customers satisfaction. Likewise, promotion had positive and significant effect to customers. Similiary, product quality had positive and significant effect on customers satisfaction.
Keyword: service quality, product, customers satisfaction