The Influence of Digital Promotion, Service Quality, and Price on Customer Satisfaction at Bintang Utama Store, Banyuwangi

Abstract

His study aims to determine directly and indirectly the variables of Digital Promotion, Service Quality and Price on Customer Satisfaction at Bintang Utama Stores in Kalipait Village, Banyuwangi. Respondents were taken as a sample of 40 people, namely from the main star shop customers using purposive sampling. Data obtained through the distribution of questionnaires. The analysis technique used is multiple linear regression, t test, F test and coefficient of determination (R2), using the SPSS 25 tool. The results show that simultaneously there is a significant effect of digital promotion variables, service quality and price on customer satisfaction. Partially there is no significant effect of digital promotion variables on customer satisfaction. Partially there is a significant effect of service quality variables on customer satisfaction. Partially there is no significant effect of the price variable on customer satisfaction at the Bintang Utama store in Kalipait Village, Banyuwangi.

Keywords: (Digital Promotion; Service Quality; Customer Satisfaction)