PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN ALFAMART DI KECAMATAN NGRAHO KABUPATEN BOJONEGORO

Ardianto, Dwi (2020) PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN ALFAMART DI KECAMATAN NGRAHO KABUPATEN BOJONEGORO. Jurnal Pendidikan Edutama, - (-). -. ISSN P-ISSN: 2339-2258 E-ISSN: 2548-821X (Submitted)

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Abstract

Abstrak This study ains to determine: (1) the effect of promotion on customer satisfaction Alfamart in Sub-district Ngraho District Bojonegoro, (2) the effect of price on customer satisfaction Alfamart in Sub-district Ngraho District Bojonegoro, (3) the effect of e-service quality to customer satisfaction Alfamart in Sub-district Ngraho District Bojonegoro, (4) the effect of promotion, price, e-service quality together on customer satisfaction Traveloka in Yogyakarta in Sub-district Ngraho District Bojonegoro. This type of research used in this study was a survey. The population in this study are all consumers of in Sub-district Ngraho District Bojonegoro. The sampling technique using purposive sampling method with a sample size of 160 people. The technique of collecting data using questionnaires that have been tested for validity and reliability. Data analysis techniques used to answer the hypothesis is multiple regression. The results showed that: (1) There is a positive effect promotion on customer satisfaction in Sub-district Ngraho District Bojonegoro, evidenced from t value of 2.999 with a significance value of 0.000 < 0.05; and a regression coefficient of 0.197, (2) There is a positive effect price on customer satisfaction in Sub-district Ngraho District Bojonegoro, evidenced from t value of 3.699 with a significance value of 0.000 < 0.05; and a regression coefficient of 0.315, (3) There is a positive effect e-service quality to customer satisfaction in Sub-district Ngraho District Bojonegoro, evidenced from t value of 3.706 with a significance value of 0.000 < 0.05; and a regression coefficient of 0.320 (4) There is a positive effect e- service quality, price,and promotion on customer satisfaction in Sub-district Ngraho District Bojonegoro, evident from the calculated F value of 41,365 with a significance of 0.000<0.05. Keyword : Promotion, Price, E-service Quality and Customer Satisfaction

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