The effect of promotion towards customer satisfaction at K3 Mart Multatuli branch Medan

Hartanto, Alexanders (2021) The effect of promotion towards customer satisfaction at K3 Mart Multatuli branch Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the effect of promotion on consumer satisfaction at K3 Mart. K3 Mart is still experiencing complaints because of the lack of promotion given to the products being sold. Based on interviews with consumers, they feel less satisfied because of promotions that are rarely done when buying products from companies. Promotion is an operation carried out by an organization to convey product excellence and as a means to influence customers according to their preferences in purchasing or using services. Descriptive and causal studies were used to analyze a sample of 96 customers. Respondents are K3 Mart customers who are taken using non- probability sampling criteria with the incidental sampling technique with the Lemeshow formula. The distribution of questionnaires carried out has passed the validity and reliability test. The data tested also passed the normality test, heteroscedasticity test and linearity test. The results of this study indicate that the promotion has a positive and significant effect on consumer satisfaction. From the t test results, the value of t count > t table (10.227 > 1.985) with the results of the research showing that the promotion showed a positive and significant effect to customer satisfaction and the value of the coefficient of determination shows 52.7% that promotion has strong effect to customer satisfaction. That can be asked to K3 Mart regarding promotions to carry out regular product promotions for the products being sold. In addition, the product being promoted must also be varied. For customer satisfaction, providing direct surveys when consumers have finished making payments, besides that, it is necessary to record the data of consumers who come to visit so that K3 Mart Multatuli Medan Branch can evaluate complaints from consumers./Tujuan dari penelitian ini adalah untuk menguji pengaruh promosi terhadap kepuasan konsumen pada K3 Mart. K3 Mart masih mengalami komplain karena kurang adanya promosi yang diberikan terhadap produk yang dijual. Berdasarkan wawancara dengan konsumen, mereka merasa kurang puas karena promosi yang jarang dilakukan ketika membeli produk dari perusahaan. Promosi adalah suatu operasi yang dilakukan oleh organisasi untuk menyampaikan keunggulan produk dan sebagai sarana untuk mempengaruhi pelanggan sesuai dengan kesukaannya dalam pembelian atau penggunaan jasa. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 96 pelanggan. Responden adalah pelanggan K3 Mart yang diambil dengan menggunakan kriteria non probability sampling dengan teknik incidental sampling dengan rumus rumus Lemeshow. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji heteroskedastisitas dan uji linieritas. Hasil penelitian ini menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen. Dari hasil uji t diperoleh nilai t hitung > t tabel (10,227 > 1,985) dengan hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan nilai koefisien determinasi menunjukkan 52,7% bahwa promosi memiliki pengaruh yang kuat terhadap kepuasan pelanggan.. Itu dapat disarankan kepada K3 Mart mengenai promosi untuk melakukan promosi produk secara berkala atas produk yang dijual. Selain itu, produk yang dipromosikan pun harus variatif. Untuk kepuasan pelanggan memberikan survey langsung pada saat konsumen telah selesai melakukan pembayaran, selain itu perlu dilakukan pencatatan data konsumen yang datang berkunjung agar K3 Mart Multatuli Cabang Medan dapat mengevaluasi keluhan dari konsumen.

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