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Henny Purnama Dewi
Universitas Battuta,

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THE INFLUENCE OF PROMOTION AND SERVICE ON CONSUMER SATISFACTION AT LEKKER URBAN FOOD HOUSE RESTAURANT IN MEDAN CITY Ekuator Zai; Henny Purnama Dewi; M. Asyari Syahab
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 5 No. 3 (2027): January - ON PROGRESS
Publisher : PT. Radja Intercontinental Publishing

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Abstract

This study aims to determine and analyze the partial and simultaneous influence of promotion and service on consumer satisfaction at Lekker Urban Food House Restaurant in Medan City. Intense competition in Medan's culinary sector requires business operators to implement effective promotional strategies and deliver high-quality service to build long-term customer satisfaction. A quantitative approach with an associative design was conducted on a sample of 140 consumer respondents selected via purposive sampling. Data collected through structured questionnaires were analyzed using instrument testing (validity and reliability), classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) via SPSS software. The empirical findings yield the multiple regression equation Y = 11.596 + 0.196X1 + 0.247X2. Partially, promotion exerts a positive and significant effect on consumer satisfaction (t_count 2.659 > t_table 1.977; sig. 0.009 < 0.05). Service also significantly enhances consumer satisfaction (t_count 3.093 > t_table 1.977; sig. 0.002 < 0.05). Simultaneously, promotion and service significantly affect consumer satisfaction (F_count 24.107 > F_table 3.06; sig. 0.000 < 0.05). The coefficient of determination (R²) of 0.260 indicates that promotion and service together explain 26.0% of the variance in consumer satisfaction, while the remaining 74.0% is governed by external variables such as product quality, price, and brand image. Restaurant management is advised to maintain promotion honesty and consistency while improving service responsiveness to minimize weekend wait times.
Co-Authors Ekuator Zai M. Asyari Syahab