The Effect of Promotion and Service Quality to Customer Satisfaction Lulu Hypermarket Branch Cakung

Abstract

The purpose of this research is to determine the effect of promotion and service quality on satisfaction customers at Lulu Hypermarket Cakung Branch both partially and simultaneously. The method used is a quantitative method. The sampling technique used was random sampling with a sample of 96 respondents. Data analysis uses validity tests, reliability tests, classical assumption tests, normality tests, heteroscedasticity tests, multiple linear regression analysis, hypothesis testing and coefficient of determination. Promotion has a significant effect on customer satisfaction with both variables having a moderate level of relationship with a coefficient of determination of 707%. Hypothesis testing obtained tcount>ttable or (3.579>0.263). Thus, H0 is rejected and Ha1 is accepted, meaning that there is a significant influence between promotion and customer satisfaction. Service quality has a significant effect on customer satisfaction, meaning that the two variables have a strong level of relationship with a coefficient of determination of 707%. Hypothesis testing obtained tcount > ttable or (5.109 > 0.263). Thus, H0 is rejected and Ha2 is accepted, meaning that there is a significant influence between service quality and customer satisfaction. Service quality and promotion have a significant effect on customer satisfaction with the regression equation Y = 4.183 + 0.435 X1. This means that the independent variable and the dependent variable have a strong level of relationship with a coefficient of determination of 707%. Hypothesis testing of the promotion variable obtained a value of Tcount>Ttable or (3.579>0.263). Thus, H0 was rejected and Ha was accepted, meaning that there was a significant simultaneous influence between promotion on customer satisfaction at Lulu Hypermarket. Hypothesis testing of the service quality variable obtained a value of Tcount>Ttable or (5.109>0.263). Thus, H0 was rejected and Ha was accepted, meaning that there was a significant simultaneous influence between service quality on customer satisfaction at Lulu Hypermarket.