Pengaruh Strategi Promosi Dan Word Of Mouth Terhadap Kepuasan Pelanggan Produk Kenzo Roof Di PT. Sukses Mustika Abadi Palembang

  • Joki Joki Universitas Multi Data Palembang
  • Kardinal Kardinal Universitas Multi Data Palembang
Keywords: Promotion Strategy; Word of Mouth; Customer Satisfaction

Abstract

The purpose of this study: (1) To find out whether the promotional
strategy affects customer satisfaction of Kenzo Roof Products at PT. Sukses
Mustika Abadi Palembang partially. (2) To determine whether word of mouth
partially affects customer satisfaction of Kenzo Roof Products at PT. Sukses
Mustika Abadi Palembang. (3) To determine whether promotional strategy and
word of mouth affect customer satisfaction of Kenzo Roof Products at PT. Sukses
Mustika Abadi Palembang simultaneously. This research uses the Roscoe
method and with the help of SPSS25 software. The results of this study indicate
that the partial test (t-test) of the promotional strategy variable (X1) and the
word of mouth variable (X2) have a positive and significant effect on customer
satisfaction. The simultaneous test (f-test) proves that the independent variables,
namely the promotional strategy variable (X1) and the word of mouth variable
(X2), have a positive and significant effect on the dependent variable in the form
of customer satisfaction (Y).

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Published
2024-04-30