PENGARUH PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN ZALORA INDONESIA DI JAKARTA

Abstract

Promotion is a way for service companies to communicate a service to customers and persuade prospective customers to use products sold by the company. In general, it can be explained that Service Quality is one of the important measurement factors to assess how well the level of service provide by the company to customers and how customers value a company. Customer Satisfaction is a feeling of pleasure or disappointment that arises after comparing the performance of the service to the expected performance of customers. Respondents from this study are customers who have carried out product sales or purchase through the Zalora Indonesia website in Jakarta. This research can be calculated and analyzed by multiple linear regression using SPSS 20 software tools. The data collection technique used is a communication technique by distributing questionnaires in obtaining data, while in the sampling technique used in the form of non- probability sampling with judgment sampling approach that is taking samples based on certain criteria or considerations. The considerationused is the respondents of the study are the users of the application or website Zalora in shopping. The result of this study indicate that (1) Promotion has asignificant positive effect on Customer Satisfaction (2) Service Quality has a significant positive effect on Customer Satisfaction

 Key Words: Promotion, Service Quality and Customer Satisfaction