Pengaruh Promosi Dan Harga Terhadap Kepuasan Pelanggan Pada Toko Zae Prima Sibolga

Rika Kiswanti Hutagalung (STIE Al Washliyah Sibolga)
Dicky Syahputra Lubis (STIE Al Washliyah Sibolga)

EBISMA: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Vol. 3 No. 01 (2026): EBISMA : Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi

This study aims to analyze the effect of promotion and price on customer satisfaction at Toko Zae Prima Sibolga. A quantitative approach was used, with surveys conducted on 40 respondents and analyzed using multiple linear regression. The results indicate that promotion (r = 0.675) and price (r = 0.598) have a positive and significant effect on customer satisfaction, contributing 55% jointly. The study concludes that effective promotion strategies and appropriate pricing increase customer satisfaction.