Pengaruh Kualitas Pelayanan dan Promosi terhadap Kepuasan Pengguna Jasa Hias Seserahan di Gallery Seserahan.ta

Abstract

Seserahan is a tradition symbolizing the man's commitment to fulfilling the needs of the woman. Typically, seserahan consists of items given by the man to the woman he intends to propose to or marry. This study aims to determine the influence of service quality and promotion on the satisfaction of seserahan decoration service users at Gallery Seserahan.ta. The method used is quantitative with a correlation type. The population of this study includes all consumers who have used the seserahan decoration services at Gallery Seserahan.ta. A sample of 96 respondents was calculated using the Slovin formula and taken using incidental sampling technique. Data collection was conducted using a closed questionnaire. Data analysis techniques included classical assumption tests, multiple linear regression analysis, hypothesis testing, and determination coefficient. The results of the study showed that partially, service quality affects user satisfaction with a t_value of 4.763 > t_table of 1.985 and a

significance value of 0.00 < 0.05. Partially, promotion also affects user satisfaction with a t_value of 8.098 > t_table of 1.985 and a significance value of 0.00 < 0.05. Simultaneously, there is an influence between service quality and promotion on the satisfaction of seserahan decoration service users at Gallery Seserahan.ta with an F_value of 108.594 > F_table of 3.094 and a significance value of 0.00 < 0.05, contributing an influence of 69.4%, while the remaining 30.6% is influenced by other variables not examined in this study.