Pengaruh Harga dan Promosi terhadap Kepuasan Pelanggan pada Klinik Kecantikan Aiskin Padang The Influence of Price and Promotion on Customer Satisfaction at Aiskin Beauty Clinic in Padang

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Page Numbers: 915-928
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Published: Aug 21, 2024
Digital Object Identifier: 10.58578/arzusin.v4i5.3750
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Authors:
Seruni Mutiara1, Rahmiati Rahmiati2
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Seruni Mutiara
Universitas Negeri Padang
Rahmiati Rahmiati
Universitas Negeri Padang

Abstract

Customer satisfaction is the main goal that must be realized so that customers continue to use a product or service from a brand. There are complaints from Aiskin Padang customers regarding prices and promotions, indicating that these two aspects can influence customer satisfaction. This research is a type of causal associative research using a quantitative approach. Determining the sample size for this study used the Lemeshow formula and obtained 96 respondents with the data collection technique distributed using a questionnaire via Google Form. The data analysis techniques used are the classical assumption test and multiple regression analysis with hypothesis testing carried out using the t test, f test, and determination test with the help of the Microsoft Excel and SPSS version 20 programs. The results of this research show that all hypotheses are acceptable, 1) there are positive and significant influence between price on customer satisfaction 2) there is a positive and significant influence between promotion on customer satisfaction 3) there is a positive and significant influence between price and promotion simultaneously on customer satisfaction. The proportion of price and promotion influence is 66.0%, while the remaining 34.0% is outside this research.

Keywords:
Price; Promotion; Customer Satisfaction
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Mutiara, S., & Rahmiati, R. (2024). Pengaruh Harga dan Promosi terhadap Kepuasan Pelanggan pada Klinik Kecantikan Aiskin Padang. ARZUSIN, 4(5), 915-928. https://doi.org/10.58578/arzusin.v4i5.3750

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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