The Influence of Product Promotion Strategy and Service Quality on Customer Satisfaction at PT. BPR Artha Kramat

Rukminto, Reny Melyana
Fatoni, Umi Fadilah
Sofariah, Ema

Journal of Economics and Social Sciences
Vol. 4 No. 1 (2025): Journal of Economics and Social Sciences (JESS)

Banking is an important sector in the Indonesian economy. One of the banks that is currently developing is BPR Artha Kramat. BPR Artha Kramat always strives for promotional strategies and providing quality service to customers, this is an important point and main problem in the progress of the banking sector. The aim of this research is to determine the effect of product promotion strategies and service quality on customer satisfaction. This research method uses a quantitative approach by distributing questionnaires to 97 respondents. Data analysis was carried out using multiple linear regression to determine the significance of each variable. The results of this research show that product promotion strategies have a significant effect of 0.000 < 0.05 on customer satisfaction, service quality has a significant effect of 0.000 < 0.05 on customer satisfaction. Then both variables have a positive and significant influence together with a significant value of 0.000 <0.05.