Simanjuntak, Rahmat Hidayah (2023) Pengaruh Promosi dan Harga terhadap Kepuasan Konsumen Pengguna Online Maxim Food (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang Angkatan 2019-2020). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The purpose of this study was to determine the effect of promotion and price on consumer satisfaction of Maxim Food online users (a case study on students of the Faculty of Economics and Business, Merdeka University, Malang) either partially or simultaneously. Promotion is an activity that conveys product benefits and persuades customers to buy it, while Price is the amount of goods billed for a product or service. The approach to this research is students of the 2019-2020 Faculty of Economics and Business who use the Maxim application. The sampling technique in this study used the Slovin Formula so that a sample of 92 people was obtained. The data collection technique used the online questionnaire distribution method with multiple linear regression analysis techniques using the SPSS analysis tool. Based on the results of the research variables promotion (X1) and price (X2) have a partial and simultaneous positive effect on customer satisfaction (Y). And price is a more dominant variable.

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