Pengaruh Promosi dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada PT. Global Jet Express Cabang Sawangan, Depok
Abstract
Tujuan penelitian ini untuk mengetahui pengaruh promosi dan kualitas pelayanan terhadap kepuasan konsumen baik secara parsial ataupun simultan. Objek dalam penelitian ini adalah karyawan PT Global Jet Express Cabang Sawangan Depok dengan jumlah sampel sebanyak 100 konsumen. Teknik analisis data yang dipergunakan dalam penelitian ini adalah dengan analisis dengan menggunakan analisis regresi linear berganda dan uji asumsi klasik.
Berdasarkan hasil penelitian, promosi dan kualitas pelayanan memiliki pengaruh baik secara parsial ataupun simultan terhadap kepuasan konsumen dan hasil Analisis regresi menunjukan Y=14,303+0,421x1+0,426x2+e sedangkan nilai koefisien korelasi menunjukan 0,662 pengaruh yang tinggi / kuat antara variabel promosi dan kualitas pelayanan dengan kepuasan konsumen. Hal ini dilihat dari interprestasi berada di 0,60 s/d 0,799. Dan Uji determinasi nilai Adjusted rsquare 0,438 Artinya variabel promosi dan kualitas pelayanan berpengaruh terhadap variabel kepuasan konsumen sebesar 44 %, sedangkan (100–43,8) = 56,2 % variabel kepuasan konsumen dipengaruhi oleh variabel lain, misalnya harga, kualitas produk.
Kata Kunci: Promosi, Kualitas Pelayanan, Kepuasan Konsumen
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