ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUASAN KONSUMEN ELSA HIJAB SEMARANG

Authors

  • Mitha Alifia Roselina
  • Asih Niati

DOI:

https://doi.org/10.26623/slsi.v17i3.1636

Abstract

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk,
kualitas layanan dan promosi terhadap kepuasan pelanggan di Elsa Hijab
Semarang.
Penelitian ini dilakukan dengan metode kuantitatif. Jumlah sampel dalam
penelitian ini berjumlah 96 responden yang merupakan konsumen Elsa Hijab
Semarang. Teknik yang digunakan dalam penelitian ini menggunakan teknik
Purporsive Sampling. Analisis data yang digunakan adalah analisis deskriptif dan
analisis regresi linier berganda.
Hasil penelitian ini menunjukkan bahwa kualitas produk, kualitas layanan
dan promosi memiliki pengaruh positif dan signifikan terhadap kepuasan
pelanggan.

Kata kunci: Kualitas produk, kualitas layanan, promosi dan kepuasan konsumen.

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Published

2019-10-02

Issue

Vol. 17 No. 3 (2019)

Section

Articles

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