Pengaruh Strategi Sromosi Dan Komunikasi Pemasaran Terhadap Kepuasan Konsumen Di Johanes Store
DOI:
https://doi.org/10.31004/ijisk.v3i4.584Keywords:
Promotion Strategy, Marketing Communication, Consumer Satisfaction.Abstract
This study aims to analyze the effects of Promotion Strategy and Marketing Communication on Consumer Satisfaction at Johanes Store. The study employed a quantitative approach using a survey method. The population and sample consisted of 48 Johanes Store consumers in 2026, selected using a saturated sampling technique. Data were collected through questionnaires and analyzed using SPSS through validity, reliability, descriptive statistical, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results show that Promotion Strategy has a significant effect on Consumer Satisfaction, with a t-value of -3.320 and a significance level of <0.001. Marketing Communication has a positive and significant effect on Consumer Satisfaction, with a t-value of 6.105 and a significance level of <0.001. Simultaneously, Promotion Strategy and Marketing Communication have a significant effect on Consumer Satisfaction, with an F-value of 94.853 and a significance level of <0.001. The R value of 0.899 indicates a very strong relationship, while the R-square value of 0.808 indicates that 80.8% of the variance in Consumer Satisfaction can be explained by Promotion Strategy and Marketing Communication, while the remaining 19.2% is explained by other factors outside the model. Thus, all three research hypotheses are supported. However, the partial effects should be interpreted cautiously due to high multicollinearity, as indicated by a correlation of 0.977 between the independent variables and a VIF value of 21.804. These findings emphasize the importance of integrating Promotion Strategy and Marketing Communication to improve Consumer Satisfaction.
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