THE EFFECT OF SALES PROMOTION AND SERVICE QUALITY ON CUSTOMER SATISFACTION
DOI:
https://doi.org/10.23969/jees.v9i2.34577Keywords:
Customer Satisfaction, Sales Promotion, Service Quality, UmrahAbstract
This study aims to evaluate whether Sales Promotion and Service Quality have a significant effect on Customer Satisfaction in the Hajj and Umrah travel services provided by PT. Karya Imtaq in Bandung. Sales Promotion and Service Quality are positioned as independent variables, while Customer Satisfaction is treated as the dependent variable. This research employs a quantitative approach with descriptive and verificative methods. The descriptive method is used to provide an overview of the variables studied, while the verificative method is applied to test the proposed hypotheses regarding the relationships between variables. The population of this study consists of all consumers who have used the Hajj and Umrah travel services of PT. Karya Imtaq. Due to the unknown total population size, the sampling technique used is non-probability sampling, specifically accidental sampling. The sample size is determined using the lemeshow formula, resulting in a total of 100 respondents who meet the research criteria. Data collection is conducted through questionnaires distributed to respondents, using a Likert scale to measure perceptions of sales promotion, service quality, and customer satisfaction. The data is then analyze using statistical methods, including validity and reliability tests, as well as multiple linear regression analysis. The results of the study indicate that Sales Promotion has a positive and significant effect on Customer Satisfaction. Furthermore, Service Quality also shows a significant influence on Customer Satisfaction. Simultaneously, both variables contribute to increasing customer satisfaction in the Hajj and Umrah travel services of PT. Karya Imtaq in Bandung.
Downloads
References
Acai Sudirman. (2022). Manajemen Pemasaran Kontemporer. 65.
Andriawan, & Havas, M. (2021). Pengaruh Lokasi Dan Pelayanan Terhadap Kepuasan Konsumen Pada PT Paras Tour And Travel Batam. UPB Repository. http://repository.upbatam.ac.id/id/eprint/943
Asti, E., & Ayuningtyas, E. (2020). PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN: (EFFECT OF SERVICE QUALITY, PRODUCT QUALITY AND PRICE ON CONSUMER SATISFACTION). EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 1(01), 1–14. https://doi.org/10.37366/ekomabis.v1i01.2
Basri, H., Ma’mun, M. Y., & Malihah, L. (2023). Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Konsumen (Studi Toko Ponsel Sahabat Selluler Martapura).
Chaerunnisa, T. U. A., Aliyudin, Y., Yulianto, A., Riono, S. B., & Adita, M. D. (2023). Analisis Pengaruh Harga Produk, Citra Merek, Kualitas Produk, dan Promosi terhadap Minat Beli Produk Sabun Lifebuoy di Minimarket Sari Mulya Kaligangsa. 1(4).
DAM, S. M., & DAM, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.0585
Dora, Y. M., Kaniawati, K., & Nurani, N. (2019). Service Quality, Student Satisfaction and Decision in Remaining Active to Study—Study at Private Universities in West Java. Universal Journal of Educational Research, 7(5A), 18–23. https://doi.org/10.13189/ujer.2019.071504
Dr. Yoesoep Edhie Rachmad, S.E., M.M. (2022). Buku Manajemen Pemasaran. 53.
Elizar, C., Indrawati, R., & Syah, T. Y. R. (2020). Service Quality, Customer Satisfaction, Customer Trust, and Customer Loyalty in Service of Paediatric Polyclinic Over Private H Hospital of East Jakarta, Indonesia. 04(02).
Evan Saktiendi, Septi Herawati, Lince Afri Yenny, & Amelia Wahyu Agusti. (2022). Pengaruh Viral Marketing, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian MS Glow di Bumi Indah Kabupaten Tangerang. Formosa Journal of Multidisciplinary Research, 1(2), 197–210. https://doi.org/10.55927/fjmr.v1i2.524
Fatma Fitriana & Sri Yanthy Yosepha. (2023). PENGARUH PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN PADA PRODUK HANDPHONE OPPO DI SHOPEE WILAYAH JAKARTA TIMUR. Jurnal Inovatif Mahasiswa Manajemen, 3(3), 224–236. https://doi.org/10.35968/fg9d2a95
Hapsari, B. C. (2022). PENGARUH KERAGAMAN PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT BELI ULANG DI TOKO ONLINE LAZADA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING.
Haryanti, D. S., Hermawanti, N., Prilyana, C., & Anggiani, S. (2024). The Influence of Service Quality and Promotion on Consumer Loyalty Through Customer Satisfaction as an Intervening Variable. JURNAL BISNIS STRATEGI, 33(1), 71–93. https://doi.org/10.14710/jbs.33.1.71-93
Hasan, M., & Sudirman, A. (2021). Pengantar Manajemen dan Bisnis.
Irfan, M. Y., Al Wahid, & Aziz, A. (2023). PENGARUH STORE ATMOSPHERE, CITA RASA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN GEPREK KING DI KOTA BANDAR LAMPUNG. Repository Institut Informatika dan Bisnis Darmajaya. ttp://repo.darmajaya.ac.id/id/eprint/12016
Iswati, N., & Rustam, T. A. (2022). Pengaruh Potongan Harga, Promosi Penjualan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Guardian Grand Batam Mall. 8(1), 69–79. http://repository.upbatam.ac.id/id/eprint/1711
Latifah, I., & Kaniawati, K. (2022). PENGARUH KUALITAS PELAYANAN ELEKTRONIK TERHADAP KEPUASAN PELANGGAN (AMANDA BROWNIES BANDUNG). 77–92.
Lesmana, N., & Sanjaya, A. (2022). Buku Manajemen Pemasaran.
Loso Judijanto, Wendy Souisa, Arief Yanto Rukmana, Keni Kaniawati, & Okta Karneli. (2024). The Effect of Organizational Culture, Digital Marketing Strategy, Service Quality, and Environmental Sustainability on Customer Satisfaction of MSME products in Indonesia. Jurnal Riset Ekonomi Manajemen (REKOMEN), 6(2), 181–196. https://doi.org/10.31002/rekomen.v6i2.1177
Lumingkewas, E. M. C. (2023). Konsep Dasar Manajemen.
Lutfi Khoirul Anam. (2022). PENGARUH MARKETING MIX 4P (PRODUCT, PRICE, PROMOTIONS, PLACE) DAN RELIGIUSITAS TERHADAP MINAT BELI DI HALAL MARKETPLACE TOKOPEDIA.
Marpaung, F. K., Arnold, M. W., Sofira, A., & Aloyna, S. (2021). PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN INDOMIE PADA PT. ALAMJAYA WIRASENTOSA KABANJAHE. Jurnal Manajemen, 7(2), 16. http://ejournal.lmiimedan.net
Maryati. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Promosi terhadap Keputusan Pembelian Toko Online Time Universe Studio. UPB Repository. http://repository.upbatam.ac.id/id/eprint/2487
Megayani, Antaiwan Bowo Pranogyo, Rama Chandra, Junaedi Hendro, Nuraida Hidayati, & Raihan Fakhri Pratama. (2022). PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SEPATU HOOPS INDONESIA DI CABANG GRAND INDONESIA. Bagian Pengelola Jurnal dan Publikasi (BPJP), 5(1), 10. http://repository.stei.ac.id/11406/2/Jurnal%20manajemen%20Pengaruh%20Bauran%20Jurnal%20th%202022.pdf
Mohamad, R., & Rahim, E. (2021). STRATEGI BAURAN PEMASARAN (MARKETINGMIX) DALAM PERSPEKTIF SYARIAH. 2.
Mumtaza, F. A., & Millanyani, H. (2023). PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA URBANS TRAVEL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1645–1661. https://doi.org/10.31955/mea.v7i2.3242
Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty: The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50
Nawangsasi, E., & Purnami, F. L. (2021). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Natra Tour Dan Travel Di Surakarta. Advance : Jurnal Accounting, 8(2), 74–79. http://e-journal.stie-aub.ac.id
Nining. (2024). (2024) Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen di Cafe Rumah Teduh Majene. 39. https://repository.unsulbar.ac.id/id/eprint/864/1/DRAFT%20SKRIPSI%20NINING%20PRINT%201_organized.pdf
NURJANAH PUTRI SEKAR LANGIT. (2023). PENGARUH HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA RUMAH MAKAN BAKSO PINTONG MOJOLABAN.
Permatasari, P. T. (2021). Diajukan sebagai salah satu syarat untuk menyelesaikan Program Sarjana (S1) Fakultas Ekonomi Universitas Semarang Disusun Oleh :
Pratama, D. (2021). PERAN CUSTOMER SATISFACTION MEMEDIASI PENGARUH WORD OF MOUTH DAN FASILITAS TERHADAP REPURCHASE INTENTION. Repository STEI Jakarta. http://repository.stei.ac.id/id/eprint/4115
Rahman, S. (2019). THE EFFECT OF QUALITY SERVICE AND INNOVATION TOWARD CUSTOMER SATISFACTION ON PLN (PERSERO) AREA MANADO.
Renjani, C. D. (2020). PENGARUH PROMOSI PENJUALAN, MERCHANDISE, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA TOSERBA ERA 58 DI JALAN BUKIT BARISAN).
Setyaningsih, F. (2021). ANALISIS STRATEGI BAURAN PEMASARAN TERHADAP PENINGKATAN PELANGGAN PADA LEMBAGA RAFI BIMBEL TANGERANG. JMB : Jurnal Manajemen dan Bisnis, 10(1). https://doi.org/10.31000/jmb.v10i1.4233
Sholehuddin, S., & Rahman, F. (2020). Dimensi Kualitas Pelayanan terhadap Kepuasan Konsumen. JMK (Jurnal Manajemen dan Kewirausahaan), 5(2), 94. https://doi.org/10.32503/jmk.v5i2.1003
Sri Rezeki, Desma Erica Maryati M, & Muammar Rinaldi. (2020). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan OVO (Studi Kasus Pada Mahasiswa STIE Eka Prasetya). Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen, 6(2), 9–20. https://doi.org/10.47663/jmbep.v6i2.71
Sucipto, H. (2024). Pengaruh Promosi Penjualan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Caffe Jetto Brebes.
Syarifudin, Silvya, & Willian. (2022). Sejarah dan Strategi Pemasaran. 213.
Tenda, Y. J., Kalangi, J. A. F., & Mukuan, D. D. S. (2022). Analisis Bauran Pemasaran Dalam Meningkatkan Penjualan Produk Kacang Shangrai di UD Virgin Kawangkoan. 3(3).
Toppana, N. S. (2020). PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN GRAND STAR HOLIDAY BANDUNG. https://repository.widyatama.ac.id/items/b01a17a5-88a5-451c-8a69-271af456900d
Yulfi Tyastutik. (2021). STRATEGI MARKETING MIX DALAM MENARIK MINAT NASABAH PEMBIAYAAN MUSYAWARAH MIKRO DI BANK SYARIAH.
