Pengaruh E-Service Quality, Word Of Mouth (Wom), Dan Promosi Produk Terhadap Kepuasan Pelanggan Pengguna Aplikasi Pelni Mobile di Pt Pelni Cabang Tanjungpinang
DOI:
https://doi.org/10.23969/jp.v11i02.54197Keywords:
e-service quality, word of mouth, promotion, customer satisfaction.Abstract
This study aims to analyze the effect of e-service quality, word of mouth (WOM),
and product promotion on customer satisfaction among users of the PELNI Mobile
application at PT PELNI Tanjungpinang Branch. This study employed a quantitative
approach using a survey method involving 100 respondents selected through
purposive sampling. The data were analyzed using multiple linear regression with
IBM SPSS version 27. The results indicate that, both simultaneously and partially,
e-service quality, WOM, and product promotion have a significant effect on
customer satisfaction. These findings suggest that improving digital service quality,
encouraging positive communication among users, and implementing effective
promotional strategies can enhance the satisfaction of PELNI Mobile application
users.
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