The Influence of Customer Perceived Value and Sales Promotion on Customer Satisfaction: A Study of the Mie Gacoan Tebet Branch, Jakarta

Mulyani Mulyani, Holila Hatta

Abstract


In the marketing domain, customer perceived value and sales promotion are critical factors that can impact customer satisfaction. This study aims to examine the influence of customer perceived value and sales promotion on customer satisfaction at the Mie Gacoan Tebet Branch, Jakarta. A descriptive quantitative research method was employed, utilizing a non-probability sampling technique, specifically convenience sampling. A total of 100 respondents were included in the sample. The data analysis involved descriptive statistical analysis, cross-tabulation, multinomial logistic regression, the coefficient of determination, t-tests, f-tests, and Spearman correlation. The findings indicate that customer perceived value does not have a positive or significant effect on customer satisfaction among Mie Gacoan Tebet Branch customers. However, sales promotion exhibits a positive and significant effect on customer satisfaction. Additionally, the combined effect of customer perceived value and sales promotion demonstrates a positive and significant influence on customer satisfaction for Mie Gacoan Tebet Branch customers.

Keywords


Customer Perceived Value; Sales Promotion; Customer Satisfaction; Mie Gacoan

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DOI: http://dx.doi.org/10.33021/firm.v9i2.5544

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