Pengaruh Promosi Dan Kualitas Produk Terhadap Kepuasan Pelanggan Pada Store Sewa Tengge Dan Labu Gete

Abstract

This study aimed to analyze the effect of promotion and product quality on customer satisfaction at Store Sewa Tengge dan Labu Gete. The research used a quantitative approach with 90 respondents. Data were collected through questionnaires, observation, and documentation and analyzed using descriptive statistics, multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that promotion and product quality were categorized as good. Partially, promotion had a positive and significant effect on customer satisfaction with a t-value of 3.288 > 1.99 and a significance value of 0.001 < 0.05. Product quality also had a positive and significant effect with a t-value of 5.335 > 1.99 and a significance value of 0.000 < 0.05. Simultaneously, promotion and product quality had a positive and significant effect on customer satisfaction. The coefficient of determination was 68.4%, while the remaining 31.6% was influenced by other factors outside the research model.