Kontribusi Promosi Dan Kualitas Pelayanan Dalam Membentuk Kepuasan Konsumen

Abstract

This research aims to determine whether promotions have a direct effect on consumer satisfaction. To find out the quality of service has a direct effect on consumer satisfaction. The research design is quantitative research and the sample for this research is 70 respondents, namely consumers who purchased Beranda Cafe Metro. Data collection used observation, interviews, documentation and questionnaires with data analysis for validity tests, reliability tests, normality tests, linearity tests, multicollinearity tests and heteroscedasticity tests and multiple regression analysis using the program (SPSS). The research results show that in particular the promotion variable does not have a positive and significant effect on consumer satisfaction, but the service quality variable has a positive and significant effect on consumer satisfaction. Simultaneously, promotion and service quality together influence consumer satisfaction.