The Effect of Excellence Service and Promotion on Customer Satisfaction in Customer Trust Mediated by Customer Trust Empirical Study at Erafone Bosih Raya Retail Store

Abstract

This study aims to examine the impact of service excellence and promotion on customer satisfaction with customer trust as a mediator at Erafone Bosih Raya Retail Store. In the rapidly growing digital era, retail stores face intense competition and the need to continuously innovate in service and promotion to meet customer expectations. This research uses a quantitative approach with a survey method, where data is collected from 384 respondents who are customers of Erafone Bosih Raya. The results show that service excellence, promotion, and customer trust significantly influence customer satisfaction. Both service excellence and promotion are proven to enhance customer satisfaction both directly and through customer trust as a mediating variable. This study provides implications for retail companies to continue optimizing service quality and promotions to strengthen customer trust and loyalty, ultimately increasing their satisfaction.