Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Ayam Geprek Kak Rose Di Kota Malang

Abstract

Abstract 

This study aims to determine and analyze the effect of price, promotion, and service quality on customer satisfaction Ayam Geprek Kak Rose in Malang City. This type of research is explanatory research with a quantitative approach. The method used is multiple linear regression. The sampling technique used the formula from Malhotra with the calculation results of 80 samples. To solve the problem in this study using SPSS assistance with validity test, reliability test, normality test, multiple linear regression analysis, multicollinearity test, heteroscedasticity test, F test, and t test. The results showed that simultaneously the variables of price, promotion, and service quality had a significant effect on customer satisfaction, price had a significant effect on customer satisfaction, promotion had no significant effect on customer satisfaction, and service quality had a significant effect on customer satisfaction.

 

Keywords: price, promotion, service quality, customer satisfaction