THE EFFECT OF PROMOTION AND QUALITY OF SERVICE ON MOTORCYCLE CONSUMER SATISFACTION (CASE STUDY OF STIE INDRAGIRI)

Abstrak

This research was conducted at the Indragiri Rengat School of Economics, especially students who

use motorbikes. The purpose of this study was to determine the effect of promotion and service

quality on motorcycle consumer satisfaction (case study of STIE Indragiri students). With the

number of samples used as many as 94 respondents. Data processing using the IBM SPSS Statistic

21 program. The results of the study can be concluded that: (1) Promotion partially affects

motorcycle consumer satisfaction (case study of STIE Indragiri students). (2) Service quality

partially affects motorcycle consumer satisfaction (case study of STIE Indragiri students). (3)

Promotion and service quality simultaneously affect motorcycle consumer satisfaction (case study

of STIE Indragiri students). The influence of the Promotion and Service Quality variables on the

consumer satisfaction variable is very strong, with a contribution of 86%, while the other variables

not examined are 14%