Pengaruh Price, Service Quality, Dan Promotion Terhadap Customer Satisfaction - Wardani, Dini Septy Ayu; Sumiati, Sumiati (Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 2023)
The objective of this research is to identify the effects of price, service quality, and promotion on the satisfaction of Tiga Putri Minimarket’s customers in Kediri. This explanatory research corroborates the causal relationship between its independent and dependent variables through hypothesis testing. From the population of people who have made transaction in the said minimarket, 102 people were selected as the respondents through non-probability method and purposive technique. They are people with the minimum age of fifteen years who live in Mojo sub-district and have made at least one transaction. The research instrument has been assessed for its feasibility, and the data has been probed using classical assumption test. Following the multiple linear regression, the hypothesis was tested using the F-test and t-test. This study finds that price and service quality have significant effects on customer satisfaction and that promotion has no significant effect on customer satisfaction.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Price, Service quality, dan Promotion Terhadap Customer satisfaction pada pelanggan Minimarket Tiga Putri di Kediri. Jenis penelitian yang digunakan adalah explanatory research dengan menjelaskan hubungan kausal antara variabel bebas dan variabel terikat melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 102 responden yang diambil dari populasi seluruh pelanggan yang pernah melakukan pembelanjaan di minimarket Tiga Putri. Pengambilan sampel menggunakan teknik non-probability sampling dengan metode purposive sampling serta memiliki karakteristik usia minimal 15 tahun, berdomisili di Kecamatan Mojo dan pernah melakukan pembelian di Minimarket Tiga Putri minimal satu kali. Alat uji yang digunakan adalah uji kelayakan instrumen dan uji asumsi klasik. Uji hipotesis dilakukan dengan menggunakan uji F (kelayakan model), uji t dan dianalisis menggunakan regresi linier berganda. Dari hasil pengujian ini dapat disimpulkan bahwa Price berpengaruh signifikan terhadap Customer satisfaction, Service quality berpengaruh signifikan terhadap Customer satisfaction, dan Promotion tidak berpengaruh siginifikan terhadap Customer satisfaction.