ANALISIS PENGARUH HARGA, PROMOSI DAN PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PT. CAKRAWALA MEGA INDAH DI TANGERANG

Abstract

This study aims to determine the effect to price, promotion, and services to customer satisfaction at PT. Cakrawala Mega Indah in Tangerang. This study was cunducted from July 2013 to May 2014. The method develoved in this study refers to the research method, and analyzed using quantitative methods. The sample used was a store/oulets tissue that buy
product from PT. Cakrawala Mega Indah in Tangerang area, where the number of samples specified in this study were 110 respondents using pusposive sampling method or sampling intentionally. The data analysis technique used is test validity, realibility test, Classical Assumtion test: Multikolonieritas test, Heteroskedastisitas test, Normality test, Auto Correlation test, and Hypothesis testing. Hypothesis testing is done based on significant value T count.The data have been in if by using SPSS Version 19. The result of the analisys and discussion that has been done, as follows :
There is a positive and significant impact on the price variable customer satisfaction with the regressions equation Y = 6,048 + 0,831 X1, or coefficient of determination = 51,3% and the value of tcount with a significance level of 2,586
0,011 is smaller than 0,05. There is a positive and significant effect between promotion and customer satisfaction with the regressions equation Y = 5,925 + 0,802 X2, or coefficient of determination = 55,2% and the value of tcount 0,013 2,771
with a significance level less than 0,05.There is a positive and significant effect service and customer satisfaction with the regressions equation Y = 8,656 + 0,594
X3, or coefficient of determination = 54,9% by valeu tcount 0,003 2,076 with a significance level of less than 0,05.Generate the regression equation Y = 2.870 +
0.302 X1 + 0.312 X2 + X3 0.246, with a coefficient of determination = 62.7% of the variation in the three variables, the calculation results showed that Fcount is 59,509 with a significant level of 0.000. While the Ftable at the 95% confidence level (α = 0.05) is 2.457, the significance level is less than 0.05, then there is a positive and
significant effect between price, promotion, service to customer satisfaction. In other words, price, promotion and service affects customer satisfaction, but the promotion of greater influence, that is equal to = 55.2%, meaning that the presence
of the promotion will be the effect on sales of the product and make a good image in the community thus increasing sales and will customer feel satisfied so that will be a reguler customer.
Keywords : Price, Promotion, Service, and Customer satisfaction.