Promotion Mix and Service Quality: The Key to Customer Satisfaction in Bandung's Perfume Refill Business
DOI:
https://doi.org/10.55208/90kfsw47Keywords:
Promotional Mix, Service Quality, Customer SatisfactionAbstract
This investigation was prompted by a substantial decrease in corporate profits attributable to COVID-19, exacerbated by the company's limited advertising mix. A significant number of clients perceived the service offered by perfume collectors as insufficient, which adversely affected their overall pleasure. This study aimed to ascertain the impact of the Promotional Mix and Service Quality on Consumer Satisfaction. The employed methodology was quantitative, utilising a descriptive and verification approach, and involved data collection from 99 respondents who were consumers of a store in Bandung City, achieved by a stratified random sampling strategy. Primary data were acquired directly from consumers to facilitate the analysis. The employed analytical technique was path analysis.
The findings indicated that all statement items were valid, with values over 0.30, and reliable, with values surpassing 0.70. The t-test yielded t-values of 7.382 and 11.816, respectively, with a significance level of 0.000, exceeding the t-table value of 1.660. The R-squared value of 0.925 indicates that the Promotional Mix and Service Quality account for 92.5% of customer satisfaction, while other factors contribute 7.5%. The Promotional Mix exerts an influence of 31.5%, but Service Quality exerts a greater influence of 61%. Consequently, organisations are encouraged to prioritise the promotional mix and enhance service quality to elevate client happiness.
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Copyright (c) 2025 Sarah Resti, Resna Meliawati, Firmansyah Damanik, Fitri Marfianti (Author)
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