PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA RESTORAN MASAKAN JEPANG EN DINING
Abstract
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan kualitas pelayanan baik secara parsial maupun simultan terhadap kepuasan konsumen. Variabel penelitian dibatasi pada promosi dan kualitas pelayanan sebagai independent variable dan kepuasan konsumen sebagai dependend variable. Pendekatan yang digunakan adalah pendekatan kuantitatif. Pengujian data penelitian menggunakan regresi linier berganda, koefisien korelasi, dan koefisien determinasi. Hasil penelitian menunjukkan Promosi dan Kualitas Pelayanan secara parsial berpengaruh positif serta signifikan terhadap Kepuasan Konsumen. Secara simultan, Promosi dan Kualitas Pelayanan juga memiliki pengaruh positif terhadap kepuasan konsumen.
Kata Kunci: Promosi, kualitas pelayanan, kepuasan konsumen
Abstract
This study aims to determine the effect of promotion and service quality either partially or simultaneously on customer satisfaction. The research variable is limited to promotion and service quality as the independent variable and customer satisfaction as the dependent variable. The approach used is a quantitative approach. Testing research data using multiple linear regression, correlation coefficient, and coefficient of determination. The results showed that promotion and service quality partially have a positive and significant effect on customer satisfaction. Simultaneously, Promotion and Service Quality also have a positive influence on customer satisfaction.
Keywords: Promotion, service quality, customer satisfaction
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DOI: https://doi.org/10.35308/jbkan.v5i1.3410
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