Analisis Pengaruh Harga Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Di Kevin Salon Kalabahi Kabupaten Alor (Studi Kasus Pada Kevin Salon Kalabahi Kabupaten Alor)

Duka, Meriana
Maruli, Elia
Awang, Mesak Y.
Anigomang, Ferdinand Romelus

Jurnal Ilmiah Wahana Pendidikan
Vol 9 No 25 (2023): Jurnal Ilmiah Wahana Pendidikan

This research is quantitative research with data collection techniques, namely observation, interviews, questionnaires, and documentation studies. This study used primary population data and a sample of 30 Kevin Salon. The statistical method used in this study is multiple linear regression by looking at the significant value of the t test and the significant value of the F test as a benchmark in taking hypotheses and data management results using the help of the IMB Spss 25 For Windows program. The results of this study show that: price has a positive effect on consumer satisfaction with statistical tests through t tests with a real level of 5% which has a probability value of 0.000 < 0.05 this means that price variables have a positive effect on consumer satisfaction. Promotion has a positive effect on consumer satisfaction with statistical tests through t tests with a real level of 5% which has a probability value of 0.001 < 0.05, this means that the promotion variable has a positive effect on consumer satisfaction. Service quality has a positive effect on customer satisfaction with statistical tests through t tests with a real level of 5% which has a probability value of 0.001 < 0.05, this means that service quality variables have a positive effect on customer satisfaction. Price, promotion, and service quality have a positive effect on customer satisfaction with statistical tests through F tests with a real level of 5% which has a probability value of 0.000 <0.05 this means that the variables of price, promotion, and service quality simultaneously affect customer satisfaction.