The Influence Of Promotion On Customer Satisfaction With Service Quality As A Moderating Variable

Abstract

Banking is an economic sector that plays a role in economic growth, banking requires the role of promotion and service to satisfy its customers. This study aims to determine the effect of promotion, on customer satisfaction with service quality as a moderating variable, Based on hypothesis testing, the F test results show that promotion and product quality simultaneously affect customer satisfaction. While the t test shows that promotion and service quality have a significant effect on customer satisfaction, while service quality is not able to be a moderating variable between the effect of promotion on customer satisfaction. The results of this study indicate 1) Promotion has a positive and significant effect on customer satisfaction, 2) service quality has a positive and significant effect on customer satisfaction, 3) service quality is not able to moderate a negative and insignificant effect on customer satisfaction. In conclusion, BPRS ASB in increasing customer satisfaction needs to improve good service quality and provide useful and attractive promotional education. Further research generalizes to different objects and places and adds other variables outside of this study.