Siti Juleha, (2025) Pengaruh Strategi Promosi Dan Inovasi Layanan Terhadap Kepuasan Konsumen Neng Bakery Di Desa Setupatok. Bachelor thesis, S1-Ekonomi Syariah UIN SSC.
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Abstract
This study aims to analyze the effect of promotion strategies and service innovation on consumer satisfaction at Neng Bakery in Setupatok Village. As an MSME that contributes to the economy and SDGs, Neng Bakery implements digital ordering, discounts, and delivery services to increase competitiveness. However, the effectiveness of promotion and the relevance of service innovation are still challenges. Referring to the differences in the results of previous studies, this study empirically tests the effect of promotion strategies and service innovation, both partially and simultaneously, on consumer satisfaction at Neng Bakery. The method used in this study is a quantitative method using a descriptive approach. This research was conducted on Neng Bakery consumers in Setupatok Village. With a population of 1,200. The respondents were 92.31 consumers or rounded up to 92 people calculated using the Slovin formula. The determination of the sample in this study used Random Sampling. The results of this study indicate that, Promotion strategies and service innovation have a significant influence on consumer satisfaction, as evidenced by the results of statistical tests. Promotion strategy shows a p-value of 0.002 < 0.050 and t-count of 3.161 > 1.662, while service innovation has a p-value of 0.005 < 0.050 and t-count of 2.862 > 1.677, so Ho is rejected and Ha is accepted in both cases. In addition, the results of the F test with a value of 33.545 > 3.10 and a significance of 0.000 < 0.05 prove that promotion strategy (X1) and service innovation (X2) together have a significant effect on consumer satisfaction (Y). Keywords: promotional strategy, service innovation, consumer satisfaction
| Item Type: | Thesis (Bachelor) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Syariah dan Ekonomi Islam |
| Depositing User: | rosyidah rosyidah rosyidah |
| Date Deposited: | 22 Jul 2025 06:43 |
| Last Modified: | 24 Jul 2025 03:11 |
| URI: | http://repository.syekhnurjati.ac.id/id/eprint/15464 |
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