PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA INDOMARET CABANG NGAGEL MADYA

Abstract

This research aims to analyze and determine the effect of service quality, promotion, and price on the customers’satisfaction at Indomaret, Ngagel Madya branch. The population consists of regular students in STIESIA Surabaya who have bought products at Indomaret, Ngagel Madya branch. As a number of population is unknowm, it is infinite population. The research applies quantitatively. Furthermore, the data collection technique used purposive sampling with 100 respondents as the sample. The instrument in the data collection technique was a questionnaire. Moreover, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The instrument testing used validity and reliability tests, proper model test used multiple determination coefficient test, and hypothesis test used t-test. The result concluded that service quality has a positive but insignificant effect on customers’ satisfaction. However, promotion has a positive and significant effect on customers’ satisfaction. Similarly, price has a positive and significant effect on customers’ satisfaction.