PENGARUH PROMOSI DAN HARGA TERHADAP KEPUASAN KONSUMEN DI PT. INDOMARET SURALAYA, MERAK-BANTEN

Abstract

This study aims to determine the influence of promotion and price to customer satisfaction in PT. Indomaret Suralaya Merak - Banten. Free V a riabel is Promotion (X 1 ) and Price (X 2 ), for the dependent variable is Consumer Satisfaction (Y). The research method used is quantitative method. Population in this research is consumer of PT. Indomaret Suralaya Merak - Banten as many as 33240 consumers (data from January - March 2017). Given the total population of 33240 consumers, the authors took the decision to use sampling techniques with the Slovin formula. From the results of Slovin can be determined the number of samples as much as 100 respondents. Data analysis techniques used include classical assumptions, correlation, coefficient, determination, multiple linear regression analysis and hypothesis testing. The results of this study on the table coefficiens obtained the results of regression equation test results t promotional variables can be known tcount 3.461 while t table 0.166 that the value of t count > t table (3.695> 1,66) and significance value 0.000 <α (0.05) then Ho rejected. While in result of t test of price variable get result of regression analysis obtained t count 3,461 while t tabel 1,66 then tcount>t table (3,461 > 1,66) and significance value 0.000 <α (0,05) hence Ho refused. Conclusion of research based on the above calculation then there is significant influence between promotion to customer satisfaction in PT. Indomaret Suralaya Merak - Banten, there is influence price to customer satisfaction in PT. Indomart Suralaya Merak - Banten, and there influence of promotion and price to customer satisfaction together at PT. Indomaret Suralaya Merak - Banten. Based on the analysis results can be concluded that simultaneously independent variables promotion and price to customer satisfaction in PT. Indomaret Suralaya Merak - Banten. Keywords: Promotion ; Price ; and Consumer Satisfaction Abstrak Penelitian ini bertujuan mengetahui pengaruh promosi dan harga terhadap kepuasan konsumen di PT. Indomaret Suralaya Merak – Banten. Vriabel bebas adalah Promosi (X 1 ) dan Harga (X 2 ), untuk variabel terikatnya adalah Kepuasan Konsumen (Y). Metode penelitian yang digunakan adalah metode kuantitatif. Populasi dalam penelitian ini adalah konsumen PT. Indomaret Suralaya Merak – Banten sebanyak 33240 konsumen (data bulan Januari – Maret 2017). Mengingat jumlah populasi sebanyak 33240 konsumen, maka penulis mengambil keputusan untuk menggunakan teknik pengambilan sample dengan rumus Slovin. Dari hasil Slovin dapat ditentukan jumlah sample sebanyak 100 responden. Teknik analisis data yang diunakan meliputi asumsi klasik, korelasi, koefisien, determinasi, analisis regresi linier berganda dan uji hipotesis. Hasil penelitian ini pada tabel coefficiens memperoleh hasil persamaan regresi hasil uji t variabel promosi dapat diketahui nilai t hitung 3,461 sedangkan t tabel 0,166 bahwa nilai t hitung > t tabel (3,695 > 1,66) dan nilai signifikasi 0,000 < α (0,05) maka Ho ditolak. Sedangkan pada hasil uji t variabel harga memperoleh hasil analisis regresi diperoleh nilai t hitung 3,461 sedangkan t tabel 1,66 maka nilai t hitung > t tabel (3,461> 1,66) dan nilai signifikasi 0,000 < α (0,05) maka Ho ditolak. Kesimpulan penelitian berdasarkan perhitungan diatas maka terdapat pengaruh signifikan antara promosi terhadap kepuasan konsumen di PT. Indomaret Suralaya Merak – Banten, terdapat pengaruh harga terhadap kepuasan konsumen di PT. Indomaret Suralaya Merak – Banten, dan terdapat pengaruh promosi dan harga terhadap kepuasan konsumen secara bersama-sama di PT. Indomaret Suralaya Merak – Banten. Berdasarkan hasil analisis dapat disimpulkan bahwa secara simultan variabel bebas promosi dan harga terhadap kepuasan konsumen di PT. Indomaret Suralaya Merak – Banten. Kata Kunci : Promosi, Harga, dan Kepuasan Konsumen

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