Analysis of Service Quality and Promotion on Customer Satisfaction Of CV Takapedia
Keywords:
Service Quality, Promotion, Customer SatisfactionAbstract
This study aims to determine the influence of service quality and promotion on the purchase decision of CV Takapedia. The object of this study is the consumer of products at CV Takapedia. This research was conducted in 2024-2025. The population and sample of this study amounted to 86 respondents. Data processing uses SPSS Version 26. The data test was carried out using classical assumption tests and multiple linear regression. The value of t-value of service quality is 2.192 > t table 1.66 and significance 0.001 < 0.05, so the quality of service partially has a positive and significant effect on customer satisfaction. The value of the promotion calculation is 11.319 > t table 1.66 and the significance is 0.000 < 0.05, so the promotion partially has a positive and significant effect on customer satisfaction. The results of the F test showed that in the obtained Fcalculation of 90.183> Ftable 2.48 with a significant value of 0.000 < 0.005, meaning that the quality of service and promotion simultaneously had a significant effect on customer satisfaction. The R² test result of 0.685 means that 68.5% of customer satisfaction can be obtained and explained by the variables of service quality and promotion.
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