PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN SHOPEEFOOD DI KOTA MEDAN

Frisilia Dewi Raphon Sihombing; Ainun Mardhiyah

doi:10.55047/transekonomika.v3i1.337

Frisilia Dewi Raphon Sihombing* Program Studi Ilmu Administrasi Bisnis, Universitas Sumatera Utara
Ainun Mardhiyah Program Studi Ilmu Administrasi Bisnis, Universitas Sumatera Utara

DOI: https://doi.org/10.55047/transekonomika.v3i1.337

Keywords: Customer Satisfaction, Price, Promotion, Service Quality

Abstract

This study aims to determine how the effect of promotion, price and service quality on customer satisfaction partially and simultaneously on Shopeefood customers in Medan City. This study employs a quantitative technique with an associative approach. The participants in this study are Shopeefood consumers in Medan City. Purposive sampling was used using 100 respondents as the research sample. Primary data for this study came via distributing questionnaires using Google Forms, while secondary data came from books and publications linked to this topic. The validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing are all significant to customer satisfaction. According to the coefficient of determination test, the result of Adjusted R Square is 0,710, which suggests that the influence of promotion, pricing, and service quality can explain 71% of customer satisfaction, while the remaining 29% is influenced by additional variables not described in this study.

Downloads

Download data is not yet available.

References

Amstrong, K. (2012). Prinsip-prinsip pemasaran. Erlangga, Jakarta, 12.

Gitosudarmo, I. (2012). Pengantar Bisnis. BPFE.

Herlambang, A. S., & Komara, E. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Kualitas Promosi Terhadap Kepuasan Pelanggan (Studi kasus pada Starbucks Coffee Reserve Plaza Senayan). Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 7(2), 56–64.

Indrasari, M. (2019). Pemasaran Dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. Unitomo Press.

Kotler, P., & Amstrong, G. (2014). Principles of Marketing, Jilid 1 Terjemahan Bob Sabran Jakarta: Erlangga. Komunikasi Pemasaran Terpadu.

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga, 14.

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa (Praktik dan Teori). Jakarta: PT. Salemba Empat.

Maulaya, R. (2018). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi pada Konsumen Showroom IVO Mobil Tritura Medan).

Priyatno, D. (2014). SPSS 22 Pengolah data terpraktis. Yogyakarta: CV Andi Offset.

Rahmat, I. (2018). Pengaruh Harga, Kualitas Produk, Lokasi Dan Promosi Terhadap Keputusan Pembelian Keripik Cinta Air Hitam Langkat. Universitas Islam Negeri Sumatera Utara.

Sopiah, S. dan. (2014). Perilaku Konsumen, Cetakan Pertama. CV. Andi Offset.

Suliyanto. (2018). Metode Penelitian Bisnis. Andi Offset.

Surianto, K. N., & Istriani, E. (2019). Pengaruh Kualitas Pelayanan, Persepsi Harga dan Promosi Terhadap Kepuasan Pelanggan Pengguna Jasa Transportasi Online Grab-Cardi Yogyakarta.

Tjiptono, F. (2017). Service, quality, dan satisfaction.

Tjiptono, F., & Diana, A. (2016). Marketing Essentials and Applications. Yogyakarta: CV Andi Offset.

Vania, I., & Simbolon, R. (2021). Pengaruh Promo ShopeeFood Terhadap Minat Beli Pengguna Shopee (Di Daerah Tangerang Selatan). Jurnal Ekonomis, 14(2b).

Widiyono, P. M. (2013). Pengantar Bisnis Respon Terhadap Dinamika Global. Jakarta: Penerbit Mitra Wacana Media.

Yamit, Z. (2018). Manajemen Kualitas Produk & Jasa. Yogyakarta: Ekonisia.

Yan, R. G. P. S., Repi, A., & Lumanauw, B. (2018). Pengaruh Promosi Penjualan Dan Lokasi Terhadap Proses Keputusan Pembelian Kendaraan Bermotor Di Pt Tridjaya Mulia Sukses Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(1).