Aulia R, Adinda Ratu Anisa (2023) Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Tetap Rumah Makan Segar Jaya Pangkalan Kerinci. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the effect of promotion and service quality on customer satisfaction at Rumah Makan Segar Jaya Pengkalan Kerinci. This type of research is descriptive quantitative. The population in this study were regular customers of Fresh Jaya Restaurant who had purchased food more than once in the last 1 month at Fresh Jaya Restaurant with a sample of 86 respondents. Sampling technique using accidental technique. Primary data was collected using a questionnaire, secondary data using interviews, observation and documentation. Data analysis includes validity and reliability tests, classical assumption tests, multiple linear regression, t test, F test and the coefficient of determination (R2). The results of the study stated that based on the partial test (t test) the promotion variable had a positive and significant effect on customer satisfaction with a significance value of 0.001 (<0.05). The magnitude of the influence of promotion on customer satisfaction is 0.724 = 72.4%. Furthermore, the promotion variable has a positive and significant effect on customer satisfaction with a significance value of 0.003 (<0.05). The magnitude of the influence of promotion on customer satisfaction is 0.879 = 87.9%. Meanwhile, based on the simultaneous test (F test) all independent variables namely promotion and service quality have a positive and significant influence simultaneously on customer satisfaction, with a significance value of 0.000 (> 0.05). Then based on the coefficient of determination test the adjusted R square value was 0.568 (56.8%), while the remaining 43.2% was contributed by other variables not explained in this study.

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