The Effect of Service Quality and Promotion on Customer Satisfaction at Debi House of Beauty Salon in Teluk Keramat District

Abstract

This study aims to analyze the effect of Service Quality and Promotion on Customer Satisfaction at Debi House of Beauty Salon in Teluk Keramat District. This study uses a quantitative approach with a causal associative design. The research sample consisted of 100 respondents determined using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS through validity tests, reliability tests, classical assumption tests, and hypothesis testing using t-tests and F-tests. The results show that all instruments were declared valid and reliable, and the data met the assumptions of normality, linearity, and were free from multicollinearity. Partially, Service Quality has a positive and significant effect on Customer Satisfaction with a t-count value of 5.068 and a significance of 0.000, while Promotion has a positive and significant effect on Customer Satisfaction with a t-count value of 3.152 and a significance of 0.002. Simultaneously, both variables have a significant effect on Customer Satisfaction with an F-count value of 27.509 and a significance of 0.000. The correlation coefficient value of 0.602 indicates a strong relationship, while the coefficient of determination value of 0.362 indicates that 36.2% of the variation in Customer Satisfaction can be explained by Service Quality and Promotion, while the remaining is influenced by other variables outside this study.