THE EFFECT OF PROMOTION, PRICE AND SERVICE ON CUSTOMER SATISFACTION AT DE SALFA BAROKAH CAKE SHOP IN MARISA DISTRICT, POHUWATO REGENCY

Abstract

Abstract

The aims of this study were: To determine the effect of Promotion (X1), Price (X2) and Service (X3) both simultaneously and partially on Customer Satisfaction (Y) at the De Salfa Barokah Cake Shop in Marisa District, Pohuwato Regency. is multiple analysis techniques. The F test result is 8,589, so the effect of promotion, price, and service quality simultaneously or jointly has a positive effect on customer satisfaction. Promotion T-test results are 0.024, so the influence of Partial or Individual Promotion marketing strategies has a positive effect on customer satisfaction. The result of the price T-test is 0.444, so the effect of Partial or Individual Price has a positive effect on customer satisfaction. The results of the T-test of service quality are 0.260, so the influence of service quality in Partial or Individual has a positive effect on customer satisfaction. Based on the results of the analysis of the independent variables, namely promotion, price, and quality of service that affect customer satisfaction at the Kue De salfa Barokah shop, Marisa District, Pohuwato Regency using multiple regression analysis, it is proven that the promotion, price, and service quality variables together have a positive effect on satisfaction. Customer. With this, the cake shop De Salfa Barokah, if you want to increase sales volume, all these variables can be taken into consideration together.

Keyword: Promotion, Price, Pelayanan, Service, and Satisfaction