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All Journal Journal of Creative Power and Ambition (JCPA)
Chelsea Jelita Milka Momongan
Universitas Sam Ratulangi
Economics, Econometrics & Finance

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The Influence of Promotion, Service Quality, Pricing Strategy, and Brand Experience on Customer Satisfaction at Lotte Grosir Manado Chelsea Jelita Milka Momongan
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70610/jcpa.2234

Abstract

This study examines the effects of promotion, service quality, pricing strategy, and brand experience on customer satisfaction at Lotte Grosir Manado. A quantitative survey was conducted among 52 customers selected using accidental sampling from an estimated population of 100 customers. Data were collected through a questionnaire and analyzed using multiple linear regression, t-tests, an F-test, and the coefficient of determination. The findings indicate that promotion (t = 2.023; p = .049), service quality (t = 2.336; p = .024), pricing strategy (t = 3.061; p = .004), and brand experience (t = 2.571; p = .013) each have a positive and statistically significant partial effect on customer satisfaction. Together, the four predictors significantly explain customer satisfaction (F = 11.881; p < .001). The model yields an R² of .503, indicating that 50.3% of the variation in customer satisfaction is explained by the four variables. Pricing strategy has the strongest relative contribution based on its standardized beta coefficient (β = .349). The study highlights the importance of consistent promotional information, responsive service, competitive and fair prices, and positive in-store brand experiences in strengthening customer satisfaction.
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