Analisis Pengaruh Kualitas Layanan dan Promosi Terhadap Kepuasan Konsumen Toko Dzaki di Era Digital

Rasyid, Hambali Nurfallah
Budiman, Dana

Jurnal Sosial dan Teknologi
Vol. 5 No. 10 (2025): Jurnal Sosial dan Teknologi

This study aims to determine the influence of service quality and promotion on Dzaki Shop's consumer satisfaction in the digital era. The method used is a quantitative approach with a survey technique through a questionnaire to consumers, then analyzed using multiple linear regression with the help of SPSS 26. The results of the study show that service quality has a positive and significant effect on consumer satisfaction. Likewise, promotions have been proven to have a positive and significant effect on consumer satisfaction. Simultaneously, the two variables exerted a strong influence with a dermination coefficient value (R²) of 0.849, meaning that 84.9% of the variation in consumer satisfaction could be explained by service quality and promotion. Thus, improving service quality and the right promotion strategy can be an important factor in increasing consumer satisfaction and supporting the sustainability of MSME businesses in the digital era.