PENGARUH KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN

STUDI KASUS PELANGGAN ASTRA ISUZU MARGOMULYO SURABAYA

Authors

  • Benedictus Alexyagtus Wangge Universitas 45 Surabaya
  • Achmad Daengs GS Universitas 45 Surabaya
  • I Gd Wiyasa Universitas 45 Surabaya

DOI:

https://doi.org/10.30640/jumma45.v1i1.184

Keywords:

service quality, promotion, customers satisfaction

Abstract

The aim of this study was to know wether the sevice quality, and promotion to customers satisfaction of Astra Isuzu Margomulyo Surabaya. This search sample amount of 80 respondents using as the sample by Purposive Sampling technique, ( is sampling based on a specific target , while the criteria that will be used is who live in surabaya and have done service at least 2 times in Astra Isuzu Margomulyo Surabaya. Based on the result of the study, it was found the regression equation as follows: Y = 5.757 + 0,306 X1 + 0,490X2+0.4. The most powerful dependent variable was the promotion (0,490) and the last variable quality service that (0.306). The hypothesis testing using t-test showed thatthere is two variable (quality service and promotion) have the positive and statistically significant impact to the dependent variable customer satisfaction. Figures adjusted R square of 0,528 indicates that 52.8 percent of the customer satisfaction could be explained by quality service and promotion variables, meanwhile 47.2  percent of the rest were the impact of the other variable which not examined in this study.

References

Arzaq, Ario dkk. 2016. Pengaruh e-service quality

terhadap e-customer satisfaction dan e-customer loyality pada Lazada.co.id. e-Procceding of Management : Vol : 3, No.1 April 2016, Page 142.

Basbeth Sarah , Wahyu Hidayat & Sari Listyorini.

Pengaruh Promosi, Kualitas Produk, Dan Citra Merek Terhadap Kepuasan Pelanggan Indosat Im3. Jurnal Ilmiah Jurusan Ilmu Administrasi Bisnis, Universitas Negeri Semarang.

Daengs, G. S. A., Istanti, E., Negoro, R. M. B. K., & Sanusi, R. (2020). The Aftermath of Management Action on Competitive Advantage Through Proccess Attributes at Food and Beverage Industries Export Import in Perak Harbor of Surabaya. International Journal Of Criminology and Sociologi, 9, 1418–1425.

Dewa, Chriswardana Bayu 2018. Pengaruh

Kualitas Layanan dan Promosi Jasa Grab terhadap Kepuasan Pelanggan. Perspektif Vol. XVI, No. 1 AMIK BSI Yogyakarta.

Edo Satria dan Achmad Fauzi. 2014. Pengaruh e

service quality ritel online di Indonesia terhadap e-satisfaction melalui experiental value sebagai variabel antara (studi pada zalora Indonesia). Fakultas Ilmu Sosial dan Ilmu Politik. Universitas Indonesia.

Fandy Tjiptono dan Chandra G. 2011.

Service.Quality and Satisfuction. Edisi ketiga, ANDI, Yogyakarta

Ghozali, Moch. 2014. Pengaruh Kualitas

Pelayanan dan Harga Terhadap Kepuasan Pelanggan pada Expedisi di Surabaya. Jurnal Ilmu & Riset Manajemen Vol. 3 No. 3. Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya.

Gulla, Rendy dkk. 2015. Analisis Harga, Promosi,

dan Kualitas Pelayanan terhadap Kepuasan Konsumen pada Hotel Manado Grace Inn. Jurnal EMBA Vol. 3 No. 1 Maret 2015, Hal. 1313-1322. Universitas Sam Ratulangi Manado.

Handrianto, Yopi. 2016. Analisis Pengaruh e

service quality terhadap kepuasan pengguna website layanan akademik. (Studi kasus: WWW.BSI.AC.ID AMIK BSI JAKARTA)’’. Jurnal Tehnik Komputer. Universitas Bina Sarana Informatika.

Istanti, Enny,et al. 2020. Impact Of Price, Promotion and Go Food Consumer Satisfaction In Faculty Of Economic And Business Students Of Bhayangkara University Surabaya, Jurnal EKSPEKTRA Unitomo Vol.IV No. 2, Hal. 104-120.

Istanti, Enny, et al.2021. The Effect of Job Stress and Financial Compensation Toward OCB And Employee Performance. Jurnal Media Mahardika Vol. 19 No. 3,Hal. 560-569.

Iwa Soemantri, Asep et al. 2020. Entrepreneurship Orientation Strategy, Market Orientation And Its Effect On Business Performance In MSMEs. Jurnal EKSPEKTRA Unitomo Vol. IV No. 1, Hal. 1-10.

Kotler, Philip and Kevin Keller, 2011. Manajemen

Pemasaran. Edisi 13, Diterjemahkan oleh Teguh, Hendra, Ronny A. Rusli, dan Benjamin Molan. Jakarta : Penerbit Erlangga.

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran

Jasa. Jakarta : Penerbit Salemba Empat.

Monintja, Mandey & Supandi Soegoto, Agus.

Analisis Merk, Promosi, dan Harga Pengaruhnya terhadap Keputusan Pembelian di Gelael Swalayan Manado. FakultasEkonomi dan Bisnis,Jurusan Manajemen Jurnal EMBA. Vol.3 No.4 Desember 2015, Hal. 279-289.

Rina Dewi, et al. 2020. Internal Factor Effects In Forming The Success Of Small Businesses. Jurnal SINERGI UNITOMO, Vol. 10 No. 1, Hal. 13-21.

Downloads

Published

2022-04-11

How to Cite

Benedictus Alexyagtus Wangge, Achmad Daengs GS, & I Gd Wiyasa. (2022). PENGARUH KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN: STUDI KASUS PELANGGAN ASTRA ISUZU MARGOMULYO SURABAYA. Jurnal Mahasiswa Manajemen Dan Akuntansi, 1(1), 58–66. https://doi.org/10.30640/jumma45.v1i1.184

Similar Articles

1 2 3 4 5 > >> 

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)

1 2 3 4 5 > >>