Pengaruh Kualitas Pelayanan dan Promosi terhadap Kepuasan Pelanggan pada Alfamart di Depok

Junia Rahmawatiara; Purwatiningsih Purwatiningsih; Ratih Setyo Rini

doi:10.61132/lokawati.v3i2.1646

Authors

Junia Rahmawatiara Universitas Bina Sarana Informatika
Purwatiningsih Purwatiningsih Universitas Bina Sarana Informatika
Ratih Setyo Rini Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.61132/lokawati.v3i2.1646

Keywords:

Service Quality, Promotion, Customer Satisfaction, Alfamart

Abstract

This study aims to analyze the impact of service quality and promotion on customer satisfaction at Alfamart in Depok City. The research uses a quantitative approach with data collected through questionnaires filled out by 100 respondents. Data analysis techniques include data quality tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and coefficient of determination tests using IBM SPSS version 25. The results of the T-test indicate that service quality (X1) has a significant impact on customer satisfaction (Y), with a t-value of 2.851 > 1.661 and a significance value of 0.005 < 0.05. Meanwhile, promotion (X2) does not show a significant effect on customer satisfaction (Y), with a t-value of 6.938 > 1.661 and a significance value of 0.000 < 0.05. The F-test shows that, simultaneously, service quality and promotion have a significant effect on customer satisfaction (Y), with an F-value of 84.772 > F-table 3.090 and a significance value of 0.000 < 0.05. Based on the coefficient of determination test, it is found that 63.6% of customer satisfaction is influenced by service quality and promotion, while the remaining percentage is influenced by other factors.

Downloads

Download data is not yet available.

References

Daengs, A., Istanti, E., & Kristiawati, I. (2022). Peran Timelimenes Dalam Meningkatkan Customer Satisfaction, Customer Loyalty Pt. Jne. Jurnal Baruna Horizon, 5(1), 1–7. https://doi.org/10.52310/jbhorizon.v5i1.71

Damanik, K., Sinaga, M., Sihombing, S., Hidajat, M., & Prakoso, O. S. (2024). Pengaruh Kualitas Layanan, Kebijakan Publik dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 5(2), 76–85. https://doi.org/10.38035/jmpis.v5i2.1834

Dara, S., & D’juni, A. (2023). Penggunaan Digital Advertising Dalam Promosi Championship Event Oleh Myedusolve. Bisnis Event, 4(13), 1–9. https://doi.org/10.32722/bev.v4i13.5543

Fadhilah, R. E., & Nainggolan, B. M. (2024). Peran Kualitas Pelayanan, Kepercayaan dan Pengalaman Pelanggan terhadap Kepuasan Pelanggan. Inovasi, 11(1), 150–163. https://doi.org/10.32493/inovasi.v11i1.p150-163.40256

Ghozali. (2021). Sampel Penelitian. Repository STIE Indonesia, 23–32. http://repository.stei.ac.id/9143/

Handayani. (2020). Bab iii Metode Penelitian. Suparyanto Dan Rosad (2015, 5(3), 248–253.

Khuan, H., Setiawan, Z., Munizu, M., Sintesa, N., & Sono, M. G. (2023). Hubungan Keterikatan Merek Emosional, Kepuasan dan Loyalitas Pelanggan. Edunomika, 8(1), 1–9.

Onata, I., & Mukaram. (2023). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen. Applied Business and Administration Journal, 2(2), 1–9. https://doi.org/10.62201/abaj.v2i2.49

Shantilawati, I., Zebua, S., & Tarmizi, R. (2024). Penggunaan Digital Marketing Dalam Meningkatkan Penjualan Bisnis Retail. Jmari, 5(1), 30–37. https://doi.org/10.33050/jmari.v5i1.3130

Trilaksono, A. I., & Prabowo, B. (2022). Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel

Intervening: Reslaj : Religion Education Social Laa Roiba Journal, 5(1), 101–

https://doi.org/10.47467/reslaj.v5i1.1262