PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PT. BIGLY MULTI BUANA

Abstract

ABSTRAK

                Pada era globalisasi ini, persaingan dunia usaha menjadi alternatif masyarakat menuangkan ide, kreatif dan inovatif demi mencoba keberuntungan usaha. Namun tidak semuanya berjalan baik, terkadang masalah datang dari perizinan, kurangnya komunikasi terhadap para petugas dilapangan, maupun pengamanan kerusuhan. Kerjasama PT. X dengan PT. Bigly Multi Buana adalah  untuk membantu penjualan dan memperkenalkan produk PT. X melalui PT. Bigly Multi Buana melalui promosi ke lokasi-lokasi strategis yang akhirnya melakukan penjualan ke konsumen. Tujuan penelitian ini  adalah untuk  mengetahui dan menganalisis Pengaruh Promosi dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada PT. Bigly Multi Buana. penelitian disini adalah kuantitatif, dengan sampel  50 Responden dan menggunakan teknik accidental sampling, dan analisis uji validitas, uji reliabilitas, uji korelasi, uji determinasi, uji regresi linier berganda, uji F, dan uji t. Hasil penelitian ini menyatakan Promosi dan Kualitas Pelayanan secara simultan berpengaruh signifikan dengan Kepuasan Pelanggan sebesar 96,4% sedangkan 3,6% dipengaruhi faktor lainnya. Dari uji regresi linier berganda diperoleh, persamaan :  (Y) = 0,876 + 0,882 (X₁) + 0,110 (X₂). Promosi di PT. Bigly Multi Buana harus, dipertahankan, dan ditingkatkan. Kesimpulan Promosi dan Kualitas Pelayanan secara simultan berpengaruh signifikan dengan Kepuasan Pelanggan pada PT. Bigly Multi Buana. Saran sebaiknya PT. Bigly Multi Buana terus meningkatkan aspek – aspek Kualitas Pelayanan, dengan cara  memberikan pelatihan kepada setiap karyawan.

Kata Kunci : Promosi, Kualitas Pelayanan, Kepuasan Pelanggan

ABSTRACT

In this era of globalization, business world competition becomes an alternative to the people pouring ideas, creative and innovative in order to try business luck. But not everything works well, sometimes problems come from licensing, lack of communication to field officers, and security riots. Cooperation of PT. X with PT. Bigly Multi Buana is to assist sales and introduce PT products. X through PT. Bigly Multi Buana through promotion to strategic locations that ultimately make sales to consumers. The purpose of this study was to know and analyze the Influence of Promotion and Service Quality Against Customer Satisfaction At PT. Bigly Multi Buana. The research here was quantitative, with a sample of 50 respondents and using accidental sampling technique, and validity test analysis, reliability test, correlation test, determination test, multiple linear regression test, F test, and t test. The results of this study states that Promotion and Service Quality simultaneously significantly influence Customer Satisfaction of 96.4% while 3.6% is influenced by other factors. From multiple linear regression test obtained, equation: (Y) = 0,876 + 0,882 (X1) + 0,110 (X2).  Conclussion Promotion and Service Quality simultaneously have a significant influence with Customer Satisfaction at PT. Bigly Multi Buana. PT. Bigly Multi Buana should be, maintained, and enhanced. Service Quality has positive and significant impact on Customer Satisfaction then PT. Bigly Multi Buana continues to improve the Quality of Service aspects, by providing training to every employee.

Keywords: Promotion, Service Quality, Customer Satisfaction