Pengaruh Harga Promosi dan Kualitas Pelayanan terhadap Kepuasan Konsumen Kursus Mengemudi Mafaza Medan

Sofi Alfi Syahrin Br Milala; Awaludin; Oki Prayogi

doi:10.24127/diversifikasi.v5i2.8427

Sofi Alfi Syahrin Br Milala Universitas Tjut Nyak Dhien
Awaludin Universitas Tjut Nyak Dhien
Oki Prayogi Universitas Tjut Nyak Dhien

DOI: https://doi.org/10.24127/diversifikasi.v5i2.8427

Keywords: Promotional Prices, Service Quality, Customer Satisfaction, Driving Courses.

Abstract

This research aims to comprehensively analyze the influence of promotional pricing and
service quality on customer satisfaction at Mafaza Driving Course in Medan. In the
competitive driving course industry, a deep understanding of factors affecting customer
satisfaction is vital for business sustainability and development. Using a quantitative
approach with survey methodology, data was collected through questionnaires distributed to
37 consumers who had participated in Mafaza Driving Course in July 2024. The results of
multiple linear regression analysis show that promotional pricing has a positive and
significant effect on customer satisfaction with a t-count value (3.652) > t-table (1.691) and
significance of 0.001 < 0.05. Similarly, service quality also has a positive and significant
effect on customer satisfaction with a t-count value (6.063) > t-table (1.691) and significance
of 0.001 < 0.05. Simultaneously, both variables have a positive and significant effect on
customer satisfaction with an F-count value (37.528) > F-table (3.34) and significance of
0.001 < 0.05. The Adjusted R Square value of 0.670 indicates that 67% of the variation in
customer satisfaction can be explained by the promotional pricing and service quality
variables. An important finding from this research is that service quality has a more
dominant influence compared to promotional pricing, emphasizing the importance of service
quality improvement strategies in the driving course business.

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