21-9-2022
Abstract
Soleh Romadon, 2022 Management Study Program Bachelor degree, Muhammadiyah Cilacap Institute of Economic Science, This Study is entiteled “The influence of Service Quality, Promotion and Product Quality on Customer Satisfaction Retail Store (Case study at Cahaya Mart Cilacap)”. 1st Advisor : Rustina Dewi, SE, M.Si, 2st Advisor : Muslim Fikri, SE, M.Si. The objektives of this study is to partially analyse Influence of Service Quality, Promotion and Product Quality on Customer Satisfaction, and to combinedly of Service Quality, Promotion and Product Quality on Customer Satisfaction at Cahaya Mart Cilacap. The sample applied and this study is population sample of 101 respondens. This Instrument used in research is a questionnaire using Satisfaction scale of 1 to 5 in which score 1 respondent the most disagreeing response and score 5 represents the most agreeing response. Data analysis techniques used are descriptive analysis and multiple analysis. The hypothesis used in this study are : (1) variables of Service Quality have effects on Customer Satisfaction. (2) variables Promotion have effects on Customer Satisfaction. (3) variables Product Quality have effects on Customer Satisfaction. (4) variables Service Quality, Promotion and Product Quality simultaneously (combined) have effects on Customer Satisfaction. Multiple linear regression analysis is used to measure the influence of Service Quality, Promotion and Product Quality on Customer Satisfaction at Cahaya Mart Cilacap. The t-test is used to test the research hypothesis regarding the effect of each independent variable partially on the dependent variable, then to calculate simultaneously the effects, F-test (ANOVA) with degrees of freedom (df)=k as well as (n-k-3) with 5% confidence level (α=0,05). Base on the result of T-test, the obtained variables of Service Quality from t count > t table is 4,738 > 1,98667 then hypothesis were accepted. the obtained variables Promotion from t count > t table is -0,202 < 1,98667 then hypothesis were rejected. the obtained variables Product Quality from t count > t table is 5,514 > 1,98667 then hypothesis were accepted. the results of analysis performed using F-test to measure simultaneously the obtained variables of both Service Quality, Promotion and Product Quality from Fcount > Ftable is 77,741 > 2,71 then hypothesis were accepted. The coefficient value of determination of adjusted R square by 70,6% employee performance can be explained by variables of both Service Quality, Promotion and Product Quality while the rest 29,4% can be explained by other variable outside this research. Keywords: Service Quality, Promotion, Product Quality and Customer
SKRIPSI SOLEH CAHAYA MART FIX 2022.pdf