PENGARUH KUALITAS PRODUK DAN BAURAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA INFORMA JAMBI TOWN SQUARE KOTA JAMBI

YUNISA ISNAINI SAPUTRI, 1900861201204 (2023) PENGARUH KUALITAS PRODUK DAN BAURAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA INFORMA JAMBI TOWN SQUARE KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

ABSTRACT Product quality and promotion mix play a very important role in consumer satisfaction. Therefore, the purpose of this study was to describe product quality, promotion mix and consumer satisfaction at Informa Jambi Town Square, Jambi City, and to analyze the effect of product quality and promotion mix on consumer satisfaction at Informa Jambi Town Square, Jambi City simultaneously and simultaneously. Partial. The research method in this research is descriptive and quantitative method. Distribution of questionnaires with a total population in this study were all members of the Informa Jambi Town Square Jambi City in 2022 as many as 2,071 people, so the formula used to find samples according to Sarwono (2012: 24) so that the sample in this study totaled 96 respondents. Data analysis used SPSS Ver 22 and used a multiple linear regression model with the results calculated Y = a+b1.X1+b2X2+e. Informa Jambi Town Square was founded in 2013. Informa Jambi consists of several departments such as: textile, home decor, home ware, living upholstered, ashley, living non upholstered, dinning, kitchen, table chair, office, office cheating, bad room, kids, storage, and electronics. Informa Jambi is also equipped with a collection of home accessories and household accessories for residential to business space needs. A multiple linear regression model with the result Y = 0.489 + 0.309X1 +0.412X2 + e. Product Quality regression coefficient (X1) of 0.309 and Promotion Mix regression coefficient (X2) of 0.412. The coefficient of determination = R square (R2) of 0.518 this number states that the variable Product Quality (X1) and Promotion Mix (X2) is able to explain the Consumer Satisfaction variable (Y) of 51.8% and the remaining 48.2% is explained by factors- another factor. Product Quality (X1) and Promotion Mix (X2) simultaneously and partially have a significant effect on the Consumer Satisfaction variable (Y). Keywords: Product Quality, Promotion Mix, Consumer Satisfaction

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