ANALYSIS OF THE EFFECT OF SERVICE QUALITY, PRICE PERCEPTION, AND PROMOTION ON CONSUMER SATISFACTION
DOI:
https://doi.org/10.31000/combis.v6i4.12840Abstrak
In facing increasingly tight business competition, companies are required to continue to improve service quality, offer competitive prices, and carry out effective promotions to maintain customer satisfaction. This is very relevant in the tourism industry, especially in the vehicle rental service subsector, where service quality, price perception, and promotion play an important role in influencing customer satisfaction. This study aims to identify the effect of service quality, price perception, and promotion on customer satisfaction at BROW Tours and Travel Lumajang. This study uses a quantitative approach involving 85 participants. Data testing was carried out using multiple linear regression analysis and classical assumption tests. The results of the study indicate that service quality, price perception, and promotion have a positive and significant effect on customer satisfaction. Therefore, BROW Tours and Travel is expected to continue to improve service quality, adjust pricing strategies, and carry out more effective promotions to increase customer satisfaction.
Keywords: Service Quality; Price Perception; Promotion; Satisfaction
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
The author submits the manuscript with the understanding that if it is accepted for publication, the copyright of the article will be granted to the Comparative Journal: Economics and Business (JCEB) and the Faculty of Economics and Business, University Of muhammadiyah Tangerang, Indonesia as the publisher of the journal.
Comparative Journal: Economics and Business (JCEB) first publication rights with works licensed simultaneously under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) which allows others to share (copy and redistribute material in the media or any format) and adapt (remix, modify, and build upon material) the work for any purpose, even commercially with acknowledgment of the work's authorship and initial publication in Comparative Journal: Economics and Business (JCEB). Authors may enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal published version of the work (for example, posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in the Comparative Journal: Economics and Business (JCEB). Authors are permitted and encouraged to post their work online (for example, in an institutional repository or on their website) prior to and during the submission process, as this can lead to productive exchanges, as well as earlier and larger citations of published work (See The Effect of Open Access).
