PENGARUH KUALITAS LAYANAN, KEBIJAKAN HARGA DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN SERTA DAMPAKNYA PADA KEPUASAN KONSUMEN

THE EFFECT OF SERVICE QUALITY, PRICE AND PROMOTION POLICY ON CONSUMER DECISIONS AND ITS IMPACT ON CUSTOMER SATISFACTION

Mat Amin, Hamdan Hamdan and Ahmad Yani

MPRA Paper from University Library of Munich, Germany

Abstract: This Study aims to analyze the effect of quality of service, price, and promotion to customer satisfaction that impact on customer decision. The sample used is customer satisfaction conducted for 5 (five) years. The Research instrument uses income and consumer response data on price and promotion cost for 5 (five) Years. Data analysis techniques used are data analysis, classical assumption test, the coefficient of determination, multiple linear regression analysis and testing of hypothesis test F and t-test. The results showed that the variable quality of service prices and promotion costs together or partially have a positive and significant impact a customer satisfaction that impact on customer decisions.

Keywords: Quality of Service; Price; Promotion Cost; Customer Satisfaction; Customer Decision (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018-12
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Published in JEM Jurnal Ekonomi dan Manajemen 2.4(2018): pp. 58-78

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:92158

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