Published date: May 03 2024

Journal Title: KnE Social Sciences

Issue title: 8th Sriwijaya Economics, Accounting, and Business Conference (8th SEABC 2023)

Pages: 609–617

DOI: 10.18502/kss.v9i14.16132

Winnie AzaliahSriwijaya University

Aslamia Rosaaslamiarosa@fe.unsri.ac.idSriwijaya University

Yulia HamdainiSriwijaya University

This study aimed to analyze the effects of promotion and service quality on customer satisfaction at Bakso Juragan Perindustrian 1 Branch 1 in Palembang City. The research method was quantitative. The probability sampling technique was used to select 100 respondents. Data analysis was done through the t-test, f-test and multiple linear regression analysis. The t-test results showed that the promotion and service quality variables partially had a significant effect on customer satisfaction. The results of the f-test showed that the variable promotion and service quality simultaneously affected customer satisfaction. The results of the multiple linear regression analysis of the dominant variable were a promotion (X1) with a significance value of 0.00 and the largest beta value (0.398).

Keywords: promotion, service quality, customer satisfaction

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