Pengaruh Kualitas Pelayanan, Harga Dan Promosi Terhadap Kepuasan Pelanggan di Percetakan UD. Wipra Print Karangasem

Abstract

This study aims to determine the effect of service quality, price and promotion on consumer satisfaction UD. WIPRA PRINT Karangasem. The sample used in this research are 100 respondents. The sample technique used a random sample. Data quality test in this study uses the validity and reliability test, the classic assumption test and The data analysis used was multiple linear regression analysis and coefficient of determination analysis (R2), while the hypothesis testing in this study uses t-test) and F-test. From the results of the t-test and F-test, it can be concluded that service quality, price and promotion partially have a positive and significant effect on customer satisfaction, as well as service quality, price and promotion simultaneously have a positive and significant effect on UD. WIPRA PRINT Karangasem customer satisfaction. From the results of determination (R2) obtained the value of R2 is 98,5% for the satisfactionof the consumer and 1,5% for the influence other variable. This shows that the better the consumer perception of service quality, price and promotion provided will increase customer satisfaction UD. WIPRA PRINT Karangasem.