The Effect of Location, Promotion, and Service Quality on Customer Satisfaction at Sita Official Salon in Pontianak

Abstract

The present research aims to analyse the effect of location, advertising and quality of service on client satisfaction at Sita Official Salon in Pontianak. The research technique employed is associative method with quantitative approach. The general population in this project were the citizens of Pontianak who had utilised the services of Sita Official Salon, while its research sample was 100 Participants using purposive sampling approach. The data analysis techniques used were validity tests, reliability tests, classical assumption tests (normality, linearity and multicollinearity of Kolmogorov-Smirnov) and multiple linear regression analysis, as well as standard correlated coefficients, determination of coefficients, simultaneous tests (F tests) and partial tests (t tests). The multiple linear regression technique analysis findings pointed to the equation: Y = 1.107 + 0.217X1 + 0.213X2 + 0.238X3. The value of the correlation coefficient of 0.762 shows that the association between location, promotion and the quality of service with satisfaction among consumers is pretty good. The coefficient of standard determining indicates a value of 0.581 which suggests that 58.1% of the variance in client satisfaction can be described by the variables themselves of location, promotion and quality of service, while 41.9% is impacted by other factors outside the study model. The findings of simultaneous tests show that location, marketing, and service quality simultaneously have a major impact on consumer satisfaction.