THE EFFECT OF PRICE, PRODUCT QUALITY QUALITY OF SERVICE AND PROMOTION ON CUSTOMER SATISFACTION
| Main Authors: | Fendi, Nasrul Efendi, Vinny Agustina Kawi, Sugianta Ovinus Ginting |
|---|---|
| Format: | Article info application/pdf |
| Bahasa: | eng |
| Terbitan: |
Desanta Publisher
, 2021
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| Subjects: | |
| Online Access: |
https://ejournal.desantapublisher.com/index.php/desanta/article/view/10 https://ejournal.desantapublisher.com/index.php/desanta/article/view/10/11 |
Daftar Isi:
- This study aims to analyze the effect of price, product quality, service quality and promotion on customer satisfaction of XL prepaid card users. This research is a quantitative descriptive study with the research population being Bodhicitta High School students who use XL prepaid cards. The sampling technique used was purposive sampling. The number of research samples was 211 respondents. The type of data used is primary and secondary data. The data analysis technique used to test the hypothesis of multiple linear regression analysis, t test and F test. From the test results it is known that simultaneously price, product quality, service quality and promotion affect customer satisfaction and partially price, service quality and promotion affect satisfaction customer. While product quality has no effect on customer satisfaction. While the value of the coefficient of determination (adjusted R2) is 0.262, indicating that the independent variables consisting of price, product quality, service quality and promotion are only able to explain customer satisfaction by 26.2%, the remaining 73.8% is explained by other variables not examined.