THE EFFECT OF SERVICE QUALITY, PRODUCT QUALITY, AND CHATIME PRODUCT PROMOTION ON CUSTOMER SATISFACTION

This study aims to determine the effect of service quality, product quality, and promotion of Chatime products on customer satisfaction (case study of Chatime customers in the Central Jakarta Region). The population in this study were all consumers who made direct purchases at Chatime outlets in the Central Jakarta area during the Covid -19 pandemic. The population in this study is unknown or can be said to be in the inf inite category. The sample in this study was taken by non-probability sampling method with purposive sampling technique as many as 185 respondents. The sampling criteria are consumers who have made direct purchases at Chatime outlets at least once in the last 6 months, female and male consumers who are at least 17 years old, respondents who are in the Central Jakarta area aged > 17 years, have purchased and consumed Chatime for a minimum of 3 time. The method of data collection in this study was through an online questionnaire using google form. Data processing using Multiple Regression Analysis. Validity and reliability tests were carried out before distributing the f inal questionnaire. The results of this study indicate: (1) service quality has a positive and significant effect on customer satisfaction; (2) product quality has a positive and significant effect on customer satisfaction; (3) promotion has a positive and significant effect on customer satisfaction; (4) service quality, product quality, and promotion have a positive and significant effect simultaneously on Chatime customer satisfaction in the Central Jakarta area; (5) the variable that has a dominant inf luence on Chatime customer satisfaction in the Central Jakarta area is the promotion variable.

1.  UEU-Journal-22722-11_2144.pdf - 655 KB

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