PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN KUALITAS PROMOSI TERHADAP KEPUASAN PELANGGAN PADA LEMBAGA PENDIDIKAN ENGLISH FIRST SURABAYA

Abstract

In the world of education business, English First (EF) as one the English courses needs to make use every opportunities which are existed and arrange certain strategies which provide customers’ satisfaction. Therefore, this research aimed to find out whether service quality, product quality, and promotion quality had significant effect on customers’ satisfaction of English First in Surabaya. The population was consumers of English First in Surabaya. While, the research was quantitative. Moreover, the data collection technique used non-probability sampling with 182 samples of respondent. Furthermore, the data analysis technique used multiple linear analysis. The research result showed, based on determination coefficient analysis, there was 0.632 or 63.2% of consumers’ satisfaction was affected by its independen variables namely, service quality, product quality and promotion quality. Meanwhile, according to t-test, it concluded independent variables, i.e. service quality, product quality and promotion quality had significant effect on consumers’ satisfaction of English First in Surabaya.
Keywords: Service Quality, Product Quality, Promotion Quality, Consumers’ Satisfaction