THE EFFECT OF PRICE, PROMOTION AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT CV. MANDIRI PRODUCTION

Gayuh Hayuti Mandiri¹, Jovi Iristian²

Abstract

This study aims to examine how pricing, promotion, and quality all affect customer satisfaction at the same time at CV. Mandiri Production Surabaya.  This study employs multiple regression analysis, and the sample size is 60 clients (saturated sample). The variables studied are price, promotion, and service quality being independent factors (X) and the dependent variable (Y) being customer satisfaction. Data collection in this study uses Google Forms distributed to respondents online. Results: Customer satisfaction is not considerably impacted by the price variable (sig. 0.24). Additionally, consumer satisfaction is not considerably impacted by the promotion variable (sig. 0.18). Service quality holds a more dominant role in customer satisfaction at CV. Mandiri Production (sig. 0.00). Enhancing all three aspects simultaneously will further increase customer satisfaction with CV. Mandiri Production’s services (sig. 0.00). Implications: Choosing a price that suits the customer can increase the value of a service offered by the company and promotion must still be considered in bridging information between the company and customers. All three aspects simultaneously will further increase customer satisfaction with CV. Mandiri Production’s services. Future researchers can analyze the study in greater depth by examining the influence of various variables to obtain a more complex analysis.