PENGARUH LOKASI DAN PROMOSI TERHADAP KEPUASAN PELANGGAN PADA PT JASA HARAPAN BARAT PEMATANG SIANTAR

Abstract

The objectives out the of this research are : 1.  To determine the description of location, promotion and customer satisfaction at PT Jasa Harapan Barat Pematang Siantar. 2. To determine the effect of location and promotion on customer satisfaction at PT Jasa Harapan Barat Pematang Siantar both simultaneously and partially. This research uses library research design and field research. The sample in this research were customers who actively shopped at PT Jasa Harapan Barat Pematang Siantar as many as 67 people. The types of data used are qualitative data and quantitative data. The data sources used are primary data and secondary data. Data collection was carried out by questionnaire, interview and documentation. The research instrument test used is the validity test and reliability test. The data analysis technique consists of normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study can be concluded as follows: 1. Location and promotion are good and customer satisfaction is satisfied. 2. There is a positive influence between location and promotion on customer satisfaction both simultaneously and partially. 3. There is a moderately high correlation between location and promotion with customer satisfaction. High and low customer satisfaction can be explained by location and promotion. H0 is rejected, meaning that location and promotion have a positive and significant effect on customer satisfaction at PT.Jasa Harapan Pematang Siantar both simultaneously and partially.