Ningrum, Vita Regita Cahya (2024) Pengaruh Harga, Kualitas Produk, Promosi Terhadap Kepuasan Pelanggan Lawson Di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to analyze the influence of price, product quality, promotion on Lawson customer satisfaction in Malang City. The total population in this study was 90 respondents who had purchased at Lawson. Using the method of distributing questionnaires distributed to respondents who have purchased Lawson products via Google Form, and the analysis method used is multiple linear regression, using SPSS tools. The results of the research show that the independent variable Price (X1) has a significant effect on customer satisfaction (Y) of Lawson in the city of Malang, while product quality (X2) has a significant effect on customer satisfaction (Y) of Lawson in the city of Malang, and the independent variable Promotion (X3) has no effect. significant impact on Lawson Customer Satisfaction (Y) in the city of Malang. The Determinant Coefficient is 0.623, indicating that 62.3% of Lawson Customer Satisfaction in the city of Malang and the remaining 37.7% is explained by other variables.

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