Pengaruh Diskon dan Harga Terhadap Kepuasan Pelanggan PT. Kamadara Indah Perkasa
DOI:
https://doi.org/10.63822/h9zk7h45Keywords:
Discounts, Price, Customer SatisfactionAbstract
This study was motivated by declining sales and increasing product returns at PT Kamadara Indah Perkasa, which were assumed to be influenced by discount and pricing strategies, thereby affecting customer satisfaction. This study aimed to analyze the influence of discounts and prices on customer satisfaction, both partially and simultaneously. The research employed a quantitative approach using a saturated sampling technique involving 50 respondents. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with the assistance of SPSS software. The results showed that discounts had a positive and significant effect on customer satisfaction, with a t-value of 7.253 > t-table of 2.012 and a significance value of 0.000 < 0.05. Price also had a positive and significant effect on customer satisfaction, with a t-value of 8.153 > t-table of 2.012 and a significance value of 0.000 < 0.05. Simultaneously, both variables had a significant effect on customer satisfaction, with an F-value of 100.187 > F-table of 3.20 and a significance value of 0.000 < 0.05. The R Square value of 0.810 indicates that 81% of customer satisfaction is explained by the independent variables, while the remaining 19% is influenced by other factors outside the scope of this study.
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