Pengaruh Promosi dan Kualitas Produk terhadap Kepuasan Pelanggan pada PT Sinar Galesong Auto Mobil MG Kairagi
DOI:
https://doi.org/10.58192/profit.v5i4.5394Keywords:
Customer Satisfaction, Product Quality, Promotion, SEM-PLS, SmartPLSAbstract
This study aims to examine the influence of promotion and product quality on customer satisfaction at PT Sinar Galesong Auto Mobil MG Kairagi, both partially and simultaneously. The research employed a quantitative approach, with data collected through questionnaires distributed to respondents using Google Forms. The sampling technique used was saturated sampling, involving all 60 customers of PT Sinar Galesong Auto Mobil MG Kairagi as the research sample. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS version 4.1.1.8. The results show that promotion has a positive and significant effect on customer satisfaction. Product quality also has a positive and significant effect on customer satisfaction at PT Sinar Galesong Auto Mobil MG Kairagi. In addition, promotion and product quality simultaneously have a significant effect on customer satisfaction. These findings indicate that improvements in promotional activities and product quality can increase customer satisfaction. Therefore, effective promotion supported by high-quality products plays an important role in strengthening customer satisfaction at PT Sinar Galesong Auto Mobil MG Kairagi.
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