National Conference on Applied Business, Education & Technology (NCABET)
Vol. 2 No. 1 (2022): The 2nd National Conference on Applied Business, Education & Technology (NCABET

PENGARUH PROMOSI DAN ORIENTASI PASAR TERHADAP KEPUASAN PELANGGAN DENGAN MEDIASI KUALITAS PELAYANAN PADA DEALER MOTOR HONDA PONTANG PERKASA KABUPATEN SERANG

Siti Hartati (Universitas Bina Bangsa)
Listiawati Listiawati (Universitas Bina Bangsa)
Kenedi Kenedi (Universitas Bina Bangsa)

Article Info

Publish Date
31 Oct 2022

Abstract

Customer satisfaction is the key for companies to win business competition to achieve this the role of promotion, market orientation and service quality becomes very important. The purpose of this study is to analyze the influence of promotion and market orientation on customer satisfaction by mediating service quality at Honda Pontang Perkasa motorcycle dealers, Serang Regency. This study used primary data from the results of the distribution of questionnaires to 160 respondents using accidental sampling or convenience sampling techniques. Method of analysis using the PLS-SEM approach. The results of the study show that promotion has a direct effect on service quality and customer satisfaction, market orientation does not affect service quality and customer satisfaction and service quality has a direct effect on customer satisfaction, in addition, there is a mediation effect between promotion on customer satisfaction through service quality and no mediation effect between market orientation and customer satisfaction through service quality

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Journal Info
National Conference on Applied Business, Education & Technology (NCABET)
Website

Abbrev

home

Publisher

Universitas Bina Bangsa

Subject

Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

Description

National Conference on Applied Business, Education & Technology (NCABET) is a proceeding series that aims to publish proceedings from conferences on the theories and methods in the fields of Business, Education and Technology research. All proceedings in this series are open access, i.e. the ...