PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN SAKINAH SUPERMARKET SURABAYA

Abstract

Companies must strive to learn and understand the needs and desires of their customers. A company is said to be successful in carrying out its functions if it is able to sell its products to consumers and get the maximum profit possible. This study aims to determine the effect of independent variables: price, promotion and service quality on the dependent variable of customer satisfaction. The population in this study is the customer of Sakinah Supermarket whose population is not known with certainty, and this research sampling technique using purposive sampling technique. Samples used in this study amounted to 100 respondents with the observation period carried out in 2018. Types of data used in This research is primary data using a questionnaire. The analysis technique used is multiple linear regression analysis. The test results from this study using the t test show that the price, promotion and service quality variables have a positive and significant effect on customer satisfaction, while using the feasibility test model shows the results of the model are feasible to be used for further research.
Keywords: price, promotion, service quality, customer satisfaction.