PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN JASA PENGIRIMAN PT. POS INDONESIA CABANG SURABAYA SELATAN (PERSERO)

Abstract

This research aimed to find out the effect of service quality, promotion, and brand image on the customers’ satisfaction with PT. Pos Indonesia (Persero) delivery, South Surabaya branch.The population was customers who used the delivery service of PT. Pos Indonesia (Persero) delivery, South Surabaya branch three times. The research was quantitative. Moreover, the data collection technique used accidental sampling. As the number of the population was unknown and unlimited, the Lemeshow formula was used. In line with that, 100 respondents were taken. Furthermore, the data analysis technique used multiple linear regression with SPSS 25. The result of the hypothesis (t-test) concluded that both service quality and brand image had a positive and significant. However, the promotion had a negative and insignificant effect on the customers’ satisfaction with PT. Pos Indonesia (Persero) delivery, South Surabaya branch. Additionally, the result of the determination coefficient (R²) was 0.747. It meant the customers’ satisfaction could be explained by service quality, promotion, and brand image for about 74.7%. The rest of the percentage, 25.3% was affected by other variables.