PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI PENJUALAN TERHADAP KEPUASAN PELANGGAN SOYA STATION DI KOTA MOJOKERTO

Abstract

The aim of this research is to examine perceptions of price, product quality and sales promotion simultaneously and partially on customer satisfaction at Soya Station Mojokerto. Quantitative descriptive methods were used with a sample of 98 respondents. For the influence of product quality on customer satisfaction produces a positive coefficient value of 4.338 with a significance value of 0.000, so the influence of product quality on customer satisfaction is proven to be significant. It is also known that the R Square value is 0.685 (68.5%). This means that 68.5% of the variation in price, product quality and sales promotion variables can explain the customer satisfaction variable, while the remaining 31.5% is explained by other factors not examined in this research. The most dominant result on customer satisfaction from the three independent variables is Product Quality. By looking at the results obtained, a suggestion was found, namely for Soya Station in the city of Mojokerto to maintain the quality of its products and further improve its sales promotions. For further research, for researchers who want to conduct research on similar topics, they can add other research variables including marketing strategies and service quality.