PENGARUH KUALITAS LAYANAN, PROMOSI DAN HARGA TERHADAP KEPUASAN PELANGGAN

Abstract

Customer satisfaction is the customer's response to the discrepancy between the level of interest before and the actual performance felt after use. Some factors that can affect customers include quality of service, promotion and price. The purpose of this study is to determine and test the effect of service quality, promotion and price on customer satisfaction. The population used in this study were pilgrims who used the services of the Hajj and Umrah travel agency PT Albis Nusa Wisata Surabaya. The sampling technique uses non random sampling, with a total sample of 100 worshipers. The analysis technique uses multiple linear regression. The test results show that service quality, promotions and reasonable prices are predictors of ups and downs in customer satisfaction with a contribution of 50.8%. Subsequent test results show the quality of service, promotions and prices respectively have a significant and positive effect on customer satisfaction. These results indicate that the better the quality of promotional services and the price carried out will further increase the satisfaction of customers who use the services of hajj and Umrah travel agents PT Albis Nusa Wisata Surabaya.

Keywords: service quality, promotion, price and customer satisfaction