DEVI HERAWATI, NPM 2101100043 (2025) PENGARUH HARGA, PROMOSI DAN KEMUDAHAN TERHADAP KEPUASAN PELANGGAN MINIBUS. Tugas_Akhir (Artikel) Balance: Jurnal Akuntansi dan Manajemen, 4 (1). pp. 264-277. ISSN 2029-2138 (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi, dan kemudahan terhadap kepuasan pelanggan dalam penggunaan layanan transportasi minibus. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada pengguna jasa. Data yang dikumpulkan dianalisis menggunakan berbagai teknik analisis statistik, seperti uji validitas, reliabilitas, regresi linier berganda, serta uji asumsi klasik. Hasil penelitian menunjukkan bahwa ketiga variabel independen harga, promosi, dan kemudahan memiliki pengaruh positif terhadap tingkat kepuasan pelanggan. Temuan ini memberikan kontribusi praktis bagi penyedia jasa transportasi dalam menyusun strategi peningkatan pelayanan yang berorientasi pada kepuasan pelanggan. Kata Kunci : Harga, Promosi, Kemudahan dan Kepuasan Pelanggan =================================================================================================== This study aims to determine whether the Influence of Price, Promotion, and Convenience on Increasing Minibus Customer Satisfaction at PT. RAPI Transport Kota Rantau Prapat, Labuhanbatu Regency. The number of samples is 96 respondents. This study uses validity test, reliability test, classical assumption test, multiple linear regression test, t test, F test, and coefficient of determination using SPSS 27. The study was conducted to examine how independent variables influence dependent variables and the percentage level of influence of research variables by distributing research questionnaires to respondents and conducting tests. The results showed that all independent variables influenced the dependent variable with all t count values> t table and significant values. Keywords : Price, Promotion, Convenience and Satisfaction Customer
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Harga, Promosi, Kemudahan dan Kepuasan Pelanggan===============Price, Promotion, Convenience and Satisfaction Customer |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 26 Jun 2025 03:52 |
| Last Modified: | 26 Jun 2025 03:52 |
| URI: | http://repository.ulb.ac.id/id/eprint/1528 |
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