Pengaruh Kualitas Pelayanan, Promosi dan Persepsi Harga Terhadap Kepuasan Konsumen Pada Biro Jasa Travel Red Rice di Denpasar

Abstract

The increasingly crowded demand for someone to use a tourist service bureau will certainly make many service bureau businesses appear. The survival of travel agencies in this increasingly tough competition is due to consumer satisfaction in using these travel service agencies. The formulation of problems and objectives in this study is to determine the influence of service quality, promotion and price perception on consumer satisfaction. The location of this study was at the Red Rice Travel Services Agency, the sample used was 84 respondents. The data analysis techniques used are Validity Test, Reliability, Classical Assumptions, Multiple Linear Regression, Coefficient of Determination, Test t and Test F. Data collection methods used are observation, interviews and literature studies. Based on the results of the study, it can be seen that service quality has a positive and significant effect on consumer satisfaction, promotion has a positive and significant effect on consumer satisfaction, price perception has a positive and significant effect on consumer satisfaction and simultaneously the quality of service, promotion and price perception have a significant effect on consumer satisfaction. The magnitude of the influence of the free variable on consumer satisfaction was 53.3%. The advice that can be given by researchers is that the Red Rice Travel Services Bureau is expected to provide training to employees, be more active in promoting both through social media and mass media and offer competitive prices.