THE EFFECT OF PROMOTION, PRICE, AND SERVICE ON CUSTOMER SATISFACTION (A CASE STUDY AT PT. NEXFFOT INTI TEKNOLOGI IN NABIRE REGENCY

Abstract

This study aims to determine the effect of promotion, price, and service on customer satisfaction at PT. Nexfood Inti Teknologi in Nabire Regency. The hypothesis of this study is that promotion, price, and service significantly influence customer satisfaction at PT. Nexffot Inti Teknologi, Nabire Regency, both partially and simultaneously. The sample in this study is the community who understand and know and use services or buy and who enjoy facilities, use services or buy and who enjoy facilities provided by PT. Nexfood Inti Teknologi in Nabire Regency. The data collection method used is a questionnaire and secondary data from literature studies. The data obtained has been tested for reliability and validity using validity and reliability tests. The method used in this study is multiple linear regression analysis. Based on the results of multiple linear regression, it shows that all variables have a significant effect on customer satisfaction. Simultaneously, the variables promotion, price, and service quality have a significant effect on customer satisfaction at PT. Nexfood Inti Teknologi. Based on the coefficient of determination for the promotional strategy variable, price and service quality influence customer satisfaction by 83.1%, while the remaining 16.9% is influenced by factors outside the study.