2-7-2024 MANAJEMEN STIE MUHAMMADIYAH CILACAP
Abstract
Karin Purnama, Management Study Program (Undergraduate Program), College of Economics (STIE) Muhammadiyah Cilacap. The Influence of Product Quality, Servant Quality, and Promotion on Consumer Satisfaction of Larissa Aesthetic Center Cilacap branch. Advisor I Rustiana Dewi Werdiasih, S.E., M.Sc. and Advisor II Irwan Saputro Sugiharto, S.E., M.Sc. This study aims to partially analyze the effect of product quality, service quality, and promotion on consumer satisfaction. Analyze the Effects of product quality, service quality, and promotion on consumer satisfaction together. Date collection was carried out by distributing questionnaires to 75 consumers of the Cilacap branch of Larissa Aesthetic Center. The sampling technique in this study used random sampling. Data analysis techniques used include validity test, reliability test, MSI (Method of Successive Interval), classic assumption test including normality test, multicollinearity test and heteroscedasticity test, multiple linear regression analysis, hypothesis testing including t test and F test, coefficient analysis determination (R²). The results of the analysis show that product quality affects consumer satisfaction at the Larissa Aesthetic Center Cilacap branch, this is due to Tcount > Ttable (2.045 > 1.669) and significant = 0.045 less than 0.05. Service quality has no effect on customer satisfaction at the Larissa Aesthetic Center Cilacap branch, this is due to Tcount < Ttable (1.456 <1.669) and significant = 0.150 greater than 0.05. Promotion has no effect on consumer satisfaction at the Larissa Aesthetic Center Cilacap branch, this is due to Tcount < Ttable (-0.377 <1.669) and significant = 0.707 greater than 0.05. Product quality, service quality, and promotions simultaneously affect consumer satisfaction at the Larissa Aesthetic Center Cilacap branch, because so Fcount > Ftable (4.971 > 2.16) and significant = 0.003 less than 0.05. Keywords: Product Quality, Service Quality, Promotion and Consumer Satisfaction
NASKAH PUBLIKASI - KARIN PURNAMA 193038 S1 MANAJEMEN.pdf