ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY AND PROMOTION ON CUSTOMER SATISFACTION AT ACC AGRICULTURAL STORES IN TEMBILAHAN

Abstract

This study aims to analyze the influence of service quality and promotion on customer satisfaction at the ACC Agricultural Store in Tembilahan. The background of this research is based on the increasing business competition in the agribusiness sector which requires companies to be able to provide optimal service and effective promotional strategies to maintain customer satisfaction. This study uses a quantitative approach with a survey method of 100 respondents selected using the proportionate stratified random sampling technique. Data were collected through questionnaires with a Likert scale and analyzed using multiple linear regression. The results of the study show that the quality of service has a positive and significant effect on customer satisfaction, as well as promotions which also have a positive and significant effect on customer satisfaction. Simultaneously, the quality of service and promotion was proven to have a significant effect on customer satisfaction with a determination coefficient value of 0.540, which means that both variables are able to explain 54% of the variation in customer satisfaction. These findings indicate that improving the quality of service that includes reliability, responsiveness, assurance, empathy, and physical evidence, as well as the implementation of effective promotional strategies, are important factors in improving customer satisfaction. Therefore, ACC Agriculture Stores need to consistently improve service quality and optimize promotional activities to maintain customer loyalty and increase business competitiveness.