Analysis of the Influence of Service Quality and Promotion Strategy on Customer Satisfaction at Indomaret Surabaya

Abstract

The purpose of this study was to determine the effect of service quality and promotion strategy on customer satisfaction. This research was conducted at Indomaret Surabaya, with a sample of 100 people with the sampling method using convenience sampling. This study uses a quantitative approach using primary data obtained through online questionnaires. Based on the results of the study, it was found that there was a positive and significant relationship between promotion strategy and customer satisfaction at Indomaret Surabaya. This research has the implication that friendly service quality and utilizing social media as a means to optimize promotion strategies are factors that can increase customer satisfaction.