PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN PT GRATIKA (GRAHA INFORMATIKA NUSANTARA) YOGYAKARTA

Abstract

ABSTRACK

The purpose of this study was to determine the effect of "Quality of Service, Price and Promotion on Customer Satisfaction of PT Gratika (Graha Informatika Nusantara) Yogyakarta". The sample in this research is the customers of PT Gratika (Graha Informatika Nusantara) Yogyakarta as many as 100 respondents. The results of the research based on the t test show a significant value of service quality of 0.028 <0.05, meaning that service quality is significant to customer satisfaction. Price significance value of 0.000 <0.05 means that price has a significant effect on customer satisfaction. Promotion significance value of 0.000 <0.05 means that promotion has a significant effect on customer satisfaction. Based on the F test, it shows a significance value of 0.000 <0.05, meaning that service quality, price and promotion simultaneously have a significant effect on customer satisfaction. 47.4% of PT GRATIKA (Graha Informatika Nusantara) Yogyakarta customer satisfaction is influenced by service quality, price and promotions

Keywords: Service Quality, Price, Promotion and Customer Satisfaction.

ABSTRAK

Tujuan penelitian ini adalah untuk mengetahui pengaruh “Kualitas Pelayanan, Harga Dan Promosi Terhadap Kepuasan Pelanggan PT Gratika (Graha Informatika Nusantara) Yogyakarta”. Sampel dalam penelitian ini adalah pelanggan PT Gratika (Graha Informatika Nusantara) Yogyakarta sebanyak 100 responden. Hasil penelitian berdasarkan uji t menunjukkan nilai signifikansi kualitas pelayanan sebesar 0.028 < 0.05 artinya kualitas pelayanan siginifikan terhadap kepuasan pelanggan. Nilai signifikansi harga sebesar 0.000 < 0.05 artinya harga berpengaruh signifikan terhadap kepuasan pelanggan. Nilai signifikansi promosi sebesar 0.000 < 0.05 artinya promosi berpengaruh siginifikan terhadap kepuasan pelanggan. Berdasarkan uji F menunjukkan nilai signifikansi sebesar 0.000 < 0.05 artinya kualitas pelayanan, harga dan promosi secara simultan berpengaruh siginifikan terhadap kepuasan pelanggan. Sebesar 47,4% kepuasan pelanggan PT GRATIKA (Graha Informatika Nusantara) Yogyakarta dipengaruhi oleh kualitas pelayanan, harga dan promosi

Kata Kunci: Kualitas Pelayanan, Harga, Promosi Dan Kepuasan Pelanggan.