PENGARUH PROMOSI PRODUK, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI TOKO ALFAMART BOULEVARD LA 6 KELAPA GADING

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh promosi produk, persepsi harga, dan kualitas pelayanan terhadap kepuasan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden, yang merupakan pelanggan aktif di toko Alfamart Boulevard LA 6 Kelapa Gading, Responden dipilih menggunakan teknik purposive sampling.Analisis regresi linier berganda dilakukan menggunakan perangkat lunak  SPSS 25.  Pada uji t ditemukan bahwa promosi,persepsi harga  berpengaruh signifikan terhadap kepuasan pelanggan, sedangkan variabel kualitas pelayanan tidak berpengaruh signifikan terhadap kepuasan pelanggan. Hasil uji f menunjukan secara simultan bahwa promosi, persepsi harga dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan pengunjung.

This study aims to analyze the influence of product promotion, price perception, and service quality on customer satisfaction. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to 100 respondents, who are active customers at the Alfamart Boulevard LA 6 Kelapa Gading store. Respondents were selected using a purposive sampling technique. Multiple linear regression analysis was performed using SPSS 25 software. In the t test, it was found that promotion, price perception had a significant effect on customer satisfaction, while the service quality variable did not have a significant effect on customer satisfaction. The results of the f test simultaneously showed that promotion, price perception, and service quality had a significant effect on visitor satisfaction.