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All Journal Economics and Digital Business Review Jurnal Ekonomi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Dunia Pendidikan Jurnal Ilmiah Multidisiplin Indonesia Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Nirwana Br Bangun
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Physics

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THE EFFECT OF SERVICE QUALITY, BRAND IMAGE AND PROMOTION ON CUSTOMER SATISFACTION AT CV. ABC HARDWARE INDUSTRY MEDAN SUNGGAL Yessica Andiny Chandra; Friska Rosanti Zega; Helen Aurora; Nirwana Br Bangun; Jarungjung Hutagaol
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19970753

Abstract

This study aims to determine and analyze the effect of service quality, brand image, and promotion on customer satisfaction at CV ABC Hardware Industry Medan Sunggal using a quantitative descriptive correlational approach. The sample consisted of 62 respondents selected through simple random sampling using the Slovin formula from customers who made transactions during January–July 2025. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS, including validity, reliability, classical assumption tests, t-test, F-test, and coefficient of determination. The results show that partially service quality (t-value 2.778; sig 0.007), brand image (t-value 4.405; sig 0.000), and promotion (t-value 2.439; sig 0.018) have a significant effect on customer satisfaction, and simultaneously these three variables also have a significant effect with an F-value of 212.456 and sig 0.000. The Adjusted R Square value of 0.912 indicates that 91.2% of the variation in customer satisfaction can be explained by service quality, brand image, and promotion.
Co-Authors Bambang Sugiharto Cherise, Cherise Clarysa Wayn Evellyn Calista Events, Events Friska Rosanti Zega Giawa, Sofanus Halawa, Herry Martinus Hana Syahrani Kaban Helen Aurora Herbert Khosasih Irawan Gulo, Sastra Darma Jarungjung Hutagaol LILI, LILI Nduru, Erimas Nirmadarningsih Hiya Saima Rambe Sudiaman Tanjung, Yulia Tiara Tristan Harun Yessica Andiny Chandra