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ANALYSIS OF PROMOTION AND SERVICE QUALITY ON CUSTOMER
SATISFACTION AT THE CENTER OF HAJJ AND UMRAH SOUVENIRS BIN
DAUD MAKASSAR
Muliati
1*
, Mochtar Lutfi
2
, Hermawaty Remba Kasim
3
, Vebby Anwar
4
, Dwi Putri
5
Faculty of Social and Political Sciences, Makassar Islamic University, Indonesia
1,2,3,5
STIE Pelita Buana Makassar, Indonesia
4
muliati@uim-makassar.ac.id
1
, mochtarluthfi_dpk@uim-makassar.ac.id
2
3
,
4
5
ABSTRACT
This study aims to analyze the effect of promotion on customer satisfaction, the effect of service quality
on customer satisfaction, the influence of promotion and service quality simultaneously affect customer
satisfaction, and analyze the magnitude of the influence of promotion and service quality on customer
satisfaction at the Hajj and Umrah Bin Daud Souvenir Date Center in Makassar City. This type of
research is quantitative with research for two months (January-February 2023). The sample in this study
was 95 respondents taken using the slovin technique. The analytical methods used are instrument tests
(validity and reliability tests), classical assumption tests (normalist tests, multicolonierity tests and
heteroscedasticity tests), multiple linear regression tests, determination coefficient analysis and
hypothesis testing (persial and simultaneous tests) with SPSS version 25 applications. The results
showed that promotion has a positive and significant effect on customer satisfaction, service quality has
a positive and significant effect on customer satisfaction, promotion and service quality simultaneously
affect customer satisfaction, and promotion and service quality show an influence on customer
satisfaction Hajj and Umrah Bin Daud Date Center in Makassar City.
Keywords: Promotion; Service; Customer Satisfaction
INTRODUCTION
The retail industry is a strategic industry in its contribution to the Indonesian economy. In
the global context, the potential of Indonesia's retail market is quite large. The retail industry has
the second largest contribution to the formation of Gross Domestic Product (GDP) after the
agricultural industry. Based on data from BPS, the number of retail in Indonesia consisting of
shopping centers and convenience stores in 2020 reached 2,133 units. This is shown by the
expansion of modern retail is very aggressive to enter residential areas. Traditional retail in areas
and people's settlements was also affected by dealing directly with modern retail. Competition
between the two was inevitable. Not only that, due to the lack of zoning rules from modern retail
developments, traditional retailers in big cities were affected.
The tighter business competition that exists, especially competition from similar
businesses, makes business people increasingly required to move faster in terms of attracting
customers and need to pay attention to consumer behavior and factors that influence their
purchase decisions by customers. This is because in the concept, one way to achieve business
goals is to know what the needs and desires of consumers or target markets are and provide the
expected satisfaction more effectively and efficiently than competitors (Kotler & Keller, 2017, p.
36).
According to Tjiptono (Tjiptono, 2019, p. 30) customer satisfaction Customer satisfaction
is a measure that determines how well a company's products or services meet customer
expectations. This is one of the most important indicators of purchase and customer loyalty. These
conditions can help predict business growth and revenue (Gattermann-Itschert & Thonemann,
2022).
The company conducts promotions to attract consumers. With the promotion, customers
are expected to make purchase decisions both for the first time buying and repurchase. According
to Assauri (Sofjan, 2018, p. 27) promotion is an effort from the company to influence and seduce
potential buyers, through the use of all elements of the marketing mix, this promotion policy is
Analysis Of Promotion And Service Quality On Customer Satisfaction At The Center Of Hajj And Umrah
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inseparable from the integrated policy of the marketing mix, so its success or effectiveness
depends on other marketing policies as a whole (Berthon et al., 2012).
Quality can be broadly viewed as excellence or idiosyncrasies and can be defined as the
delivery of services that are relatively privileged or superior to customer expectations (Mikalef et
al., 2020), meaning that the company does not provide good quality service. Service is the most
important thing for companies in carrying out marketing strategies when selling the same product.
This proves that service is a very important aspect that must be considered by the company.
Service must be viewed as an integral part of the product offered (Fischer & Eastwood, 2016).
The phenomenon of the growth of retail companies in Indonesia is increasingly
mushrooming so that the business world is required to always be able to compete in terms of
improving the quality of goods and services products. One of these advances is in the field of
souvenir products typical of the Middle East in this case dates and the like, where there have been
many date shops in Indonesia along with the majority Muslim community so that the presence of
date shops makes it easier for Indonesian residents, especially Muslims, to consume dates.
As is known, date palm products and the like are in great demand by the people of
Indonesia. According to data from the Central Statistics Agency (BPS, 2022), throughout
February 2022 Indonesia hasimported around 13.5 thousand tons of dates with a total value of US
$ 21.6 million. The volume of date imports in February 2022 increased by 53.4% compared to
the same period the previous year, which was 8.8 thousand tons in February 2021 (Dihni, 2022).
The increasing import of dates in Indonesia makes business opportunities grow and it is proven
that there are many typical date souvenir shops in Indonesia.
One of the shops that provides typical souvenirs from the middle east is the Hajj and Umrah
Bin Daud Makassar Date Center. This store is relatively new in Makassar but is able to grow and
compete with its competitors. Based on the observations of the Hajj and Umrah Bin Daud
Makassar Date Center, they intensively promote by utilizing technology as a medium for
promoting goods. It can be seen on Bin Daud social media accounts that he continues to provide
promotional offers to the people of Makassar and its surroundings. Promotional activities are felt
at certain times such as ahead of the fasting month of Ramadan and the end of the year. In addition
to promotions, the company is also making improvements to service considering that customer
behavior continues to change along with the times and technology. One form of improving service
quality so that customers feel satisfied is the arrangement of the store more clean and neat,
maintaining product quality, the application of 3S (Smile, Greetings and Greetings) by employees
and online sales so that they can reach customers do not need to come all the way to the store and
queue. Based on the discussion of phenomena and observations, this study aims to analyze the
amount of contribution of the influence of promotion and service quality on customer satisfaction
at the Center for Dates and Souvenirs of Hajj Umrah Bin Daud Makassar.
RESEARCH METHOD
H4
Figure 1 Mindset Scheme
H1
H2
H3
Quality of Service (X2)
(Indrasari, 2019)
Promotion (X1)
Kotler & Keller (2017)
Customer Satisfaction (Y)
(Indrasari, 2019)
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Types of Research
The type of research used in this study is quantitative research method. This research was
conducted at a retail company, namely the Center for Dates and Souvenirs of Hajj Umrah Bin
Daud Makassar which is located at Ma'rumpa, Ruko Griya Batas Kota Blk. 5C, Jl. Poros Makassar
- Maros, Sudiang, Kec. Marusu, Maros Regency, South Sulawesi 90552. Meanwhile, the time
used in the study is planned for less than 5 (five) months, consisting of January - May 2023. The
population in this study is customers of the Center for Dates and Souvenirs of Hajj Umrah Bin
Daud Makassar. The population selected in the study was customers during January – November
of 2022. The following is the number of customers of the Umrah Bin Daud Hajj Date and Souvenir
Center Makassar.
Table 1
The number of customers of the Umrah Bin Daud Hajj Date and Souvenir Center
Makassar
No
Moon
Number of
Customers
1
January
106
2
February
97
3
March
119
4
April
287
5
May
193
6
June
149
7
July
176
8
August
129
9
September
191
10
October
153
11
November
131
Total
1731
The sampling technique used in this study is Purposive Sampling (Sugiyono, 2019, p. 62).
In this study, sample calculations were used according to the Slovin Formula (Sugiyono, 2018, p.
31). Data collection techniques in this study used observation, interview and documentation
techniques. The analysis technique in this study is quantitative data analysis. Analysis techniques
used Multiple Linear Regression Analysis.
Characteristics of Respondents
In this study, they distributed questionnaires to customers of the Umrah Bin Daud Hajj
Date and Souvenir Center Makassar which was the object of research. To find out the picture of
customers who are the sample of this study, the following is described the grouping of respondents
based on gender, age, education level, occupation. Of the 95 customers who were respondents in
this study, the characteristics of research respondents can be known as follows:
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Table 2
Characteristics by Gender
No
Gender
Total of
Respondents
Presentase
(%)
1
Male
32
34
2
Female
63
66
Total
95
100
Source: Data processed in 2023
Based on Table 1 above, there were 32 male respondents (34%) while female respondents were
63 (66%).
Age of Respondent
Table 3 Characteristics Based on Age
Source : Data processed in 2023
Education Level
Table 4
Characteristics By Education Level
Level
Education
Total of
Respondents
Presentase
(%)
< Senior High
School
11
12
Senior High School
33
35
Associate's degree
5
5
Bachelor
46
48
Total
95
100
Source: Data processed in 2023
Work
In the results of this study, data on the work of respondents can be obtained which are
presented in the following table:
No
Age
(Year)
Total of
Respondents
Presentase
(%)
1
<20
11
11
2
20 - 30
36
38
3
31 - 40
34
36
4
> 40
14
14
Total
95
100
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Table 5
Characteristics Based on Work
Types of Jobs
Total of
Respondents
Presentase
(%)
Private employee
32
34
Self employed
30
31
Civil Servan
22
23
Student
11
12
Jumlah
95
100
Source: Data processed in 2023
RESULT AND DISCUSSION
Descriptive Analysis of Variables
Here's a description of respondents' responses based on each variable.
a. Promotion (X1)
Table 6
Response Promotion Variables (X1)
Statement
Respondents' Responses
Average
Very
Agree
Agree
Neutral
Disagre
e
Very
Disagree
First
32
33
21
9
-
3,95
Second
33
33
20
9
-
4,21
Third
33
34
20
8
-
3,95
Fourth
33
32
21
9
-
3,96
Fifth
32
34
20
9
-
3,95
Source: SPSS 25 program data processing results
Based on Table 6, the results of the promotion variable questionnaire responses in the first
statement (P1) were obtained with 32 strongly agreeable responses, then 33 respondents'
affirmative responses, then 21 respondents' neutral responses, while 9 respondents disagreed. This
means that the first statement is "The promotional message used is so clear that make it easier for
us as customers". Responded by diverse customers but predominantly expressed agreement.
The second statement (P2), namely "The number of sales promotions carried out at a time
through sales promotion media" was responded by respondents with 33 people agreeing, then
agreeing with 33 respondents, neutral as many as 20 respondents, while disagreeing with 9
respondents.
Statement three (P3), namely "This store uses promotions through social media so that we
are always updated with product price information" was responded by respondents with 33 people
agreeing, then agreeing with 34 respondents, neutral as many as 20 respondents, while disagreeing
with 8 respondents. So the conclusion is that the majority of customers agree with information
about promotions always delivered through social media, making it easier for customers to find
out the latest information related to the product.
Statement four (P4), namely "There is a certain time to do in providing product promotion"
was responded by respondents strongly agreed as many as 33 people, agreed as many as 32
respondents, neutral as many as 21 respondents, while did not strongly agree as many as 9
respondents. This means that the customer agrees with the company's commitment in providing
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promotions at a certain time.
The fifth statement (P5), namely "Actively involved in community activities such as
sponsoring activities" was responded by respondents strongly agreed with 32 people, agreed with
34 respondents, neutral as many as 20 respondents, while disagreed with as many as 9
respondents. This means that the majority of customers agree with the company's involvement in
community activities so that its products can be widely known by the community.
b. Service (X2)
Service variables in this study were measured through three 4 indicators with each amounting to
1 statement item. The following distribution of respondents' answers regarding service variables
can be seen in the following table:
Table 7
Service Variable Response (X2)
Statement
Respondents' Responses
Average
Very
Agree
Agree
Neutral
Disagree
Very
Disagree
c
32
33
20
10
-
3,95
Second
32
35
20
8
-
4,21
Third
28
58
9
-
-
3,95
Fourth
32
34
20
9
-
3,96
Fifth
33
33
20
9
-
3,95
Source: SPSS 25 program data processing results
Based on Table 7 obtained the results of respondents' responses to the service variables
above, it is known that the first statement (P1) "The condition of the Makassar Date and Hajj Bind
Daud Center room is neatly arranged, and clean" was responded strongly by 32 respondents, then
agreed to be responded by 33 respondents, neutral responded to 20 respondents while disagreed
as many as 10 respondents. The conclusion is that dominant customers agree with the neat and
clean arrangement of the store so that customers are comfortable shopping.
The second statement (P2), namely "Employees of the Umrah Bind Daud Makassar Date
and Hajj Center can provide services according to customer needs" were responded to variously
by respondents. Responses strongly agreed as many as 32 people, agreed as many as 35
respondents, neutral as many as 20 respondents while disagree as many as 8 respondents. The
conclusion is that the dominant customer agrees that employees are able to provide maximum
service.
The third statement (P3), namely "Employees inform or offer promos at the Makassar Daud
Bind Date and Hajj Center" was responded variously by respondents. Responses strongly agreed
as many as 28 people, agreed as many as 58 respondents, while neutral as many as 9 respondents.
In conclusion, customers agree with excellent communication services such as the company
always provides information when the company is conducting product promotions.
The fourth statement (P4), namely "Feel safe and comfortable in transacting at the Center
for Dates and Hajj Umrah Bind Daud Makassar" was responded variously by respondents. The
responses strongly agreed as many as 32 people, agreed as many as 34 respondents, neutral as
many as 20 respondents, while disagreed as many as 9 respondents. The conclusion is that
customers agree with the level of safety and comfort obtained during shopping at the Bind Daud
Makassar Date and Hajj Center.
The fifth statement (P5), namely "Date Shop Employee Bind David served with a friendly
/ smile" was responded to variously by respondents. The responses strongly agreed as many as 33
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people, agreed as many as 33 respondents, neutral as many as 20 respondents, while disagreed as
many as 9 respondents. This means that the majority of consumers agree and strongly agree with
the services of the Umrah Bind Daud Makassar Date and Hajj Center.
c. Customer Satisfaction (Y)
The customer satisfaction variable in this study was measured through three 5 indicators
with each amounting to 1 statement item per indicator. The following distribution of respondents'
answers regarding customer satisfaction variables can be seen in the following table:
Table 8
Variable Response Customer satisfaction (Y)
Statement
Respondents' Responses
Average
Very
Agree
Agree
Neutral
Disagree
Very
Disagree
First
31
34
20
10
-
3,95
Second
33
33
20
9
-
4,21
Third
32
33
20
10
-
3,95
Fourth
26
64
4
4
-
3,96
Fifth
33
33
20
9
-
3,95
Source: SPSS 25 program data processing results
Based on Table 8 obtained the results of respondents' responses to the service variables
above, it is known that the first statement (P1) "The goods and services in the Date Shop Bind
Daud are very good" was responded strongly by respondents as many as 31 people, then agreed
to be responded by 34 respondents, neutral responded to by 20 respondents while disagreed as
many as 10 respondents. The conclusion is that the dominant customer agrees on the level of
quality of the product he buys.
The second statement (P2), namely "The company is able to maintain a good relationship
with customers" was responded to variously by respondents. Responses strongly agreed as many
as 33 people, agreed as many as 33 respondents, neutral as many as 20 respondents while
disagreed as many as 10 respondents. The conclusion is that the dominant customer agrees with
the assessment of the company that is able to maintain its relationship well with its customers.
The third statement (P3) namely "The Company provides special morning service to loyal
customers" was responded to variously by respondents. The responses strongly agreed as many
as 32 people, agreed as many as 33 respondents, disagreed as many as 20 respondents while
neutral as many as 10 respondents. In conclusion, the company always provides the best service
so that customers agree with their loyalty.
The fourth statement (P4), namely "Always take good care of its customers", received
mixed responses from respondents. Responses strongly agreed as many as 26 people, agreed as
many as 64 respondents, neutral as many as 4 respondents, while disagreed as many as 4
respondents. The conclusion is that the attention given by the company to the customer responded
to the dominant agree.
The fifth statement (P5), namely "The Company is always responsive to criticism and input
from customers" was responded to variously by respondents. The responses strongly agreed as
many as 33 people, agreed as many as 33 respondents, neutral as many as 20 respondents, while
disagreed as many as 9 respondents. This means that customers judge open and cooperative
companies for criticism regarding customer complaints.
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Instrument Test Results
Table 9
Instrument Test Results
Variable
Item
R Value
Calculate
Table R
Value
Information
Promotion
(X1)
P1
0,663
0,2017
Valid
P2
0,632
0,2017
Valid
P3
0,558
0,2017
Valid
P4
0,653
0,2017
Valid
P5
0,692
0,2017
Valid
Services
(X2)
P1
0,634
0,2017
Valid
P2
0,791
0,2017
Valid
P3
0,408
0,2017
Valid
P4
0,584
0,2017
Valid
P5
0,820
0,2017
Valid
Customer
Satisfaction
(Y)
P1
0,663
0,2017
Valid
P2
0,537
0,2017
Valid
P3
0,805
0,2017
Valid
P4
0,526
0,2017
Valid
P5
0,829
0,2017
Valid
Source: SPSS 25 program data processing results
Based on Table 9 the results of data processing through the SPSS application version 25
obtained validity testing results show that all indicators used to measure the variables used in this
study have a greater korea than (rcalculate > rtable) so that all indicators and variables in this
study are declared valid so that the research can be continued.
Reliability Test
Reliability as a tool used to collect data in this study, it is due to the existence of trustworthy
and reliable instruments that will produce reliable data. In a study, an instrument can be said to
be reliable if the data has a value of Cronbach's alpha (a) > 0.60.
Table 10
Reliability Test
No
Variable
Cronbach’s
Alpha
Conclusion
1
Promotion
0,639
Reliabel
2
Service
0,672
Reliabel
3
Customer Satisfaction
0,703
Reliabel
Source : SPSS 25 program data processing results
Based on Table 2, the results of data processing through the SPSS application version 25
obtained reliability test results on the promotion variable of (0.639) then the service variable
(0.672), then the customer satisfaction variable (0.703) > Cronbach's alpha > 0.60, it can be
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concluded that the entire variable of this study is considered reliable because it has a contribution
of Cronbach's alpha value above 0.60 so that research can be continued.
Classical Assumption Test Results
Table 11
Kolmogorov-Smirnov One-Sample Normality Test Results
Unstandardized
Residual
N
95
Normal Parameters
a,b
Mean
,0000000
Std. Deviation
1,42957912
Most Extreme
Differences
Absolute
,060
Positive
,060
Negative
-,053
Test Statistic
,060
Asymp. Sig. (2-tailed)
,200
c,d
Asymp. Sig. (2-tailed)
,200
c,d
Source: SPSS 25 program data processing results
Based on Table 11, the results of data processing through the SPSS application version 25
obtained normality test results based on the One-Sample Kolmogorov-Smirnov Test with Asymp
values. Sig. (2-tailed) of 0.200 > Sig 0.05 so that it can be concluded that the data tested in this
study are normally distributed. Here's a normality test based on the graph.
Figure 2
Normality Graph Test Output
Source: SPSS 25 program data processing results Based on Graph on normal curve graph
testing.
Analysis Of Promotion And Service Quality On Customer Satisfaction At The Center Of Hajj And Umrah
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P-P Plot through SPSS version 25, it can be seen that with dots spread around the
diagonal line so that the variables are stated the overall data of the variability in the study
has a normal distribution so that the conclusion can be continued research
Multicolonicity Test
The multicolonicity test aims to test whether in a regression model there is a correlation
between independent variables. A good regression model does not have correlation between
independent variables. To detect the presence or absence of multicolonierity in the regression
model is to look at the tolerance value and Variance Inflation Factor (VIF). If the tolerance value
> 10% and the VIF value < 10, it can be concluded that there is no multicollinearity between
independent variables in the regression model. The following are the calculation results using the
SPSS 25 program.
Table 12
Multicollinearity Test Results
Coefficients
a
Model
Sig.
Collinearity Statistics
Tolerance
VIF
1
(Constant)
,667
Promotion
,033
,593
1,687
Service
,000
,593
1,687
Source : SPSS 25 program data processing results
Based on Table 12, the results of data processing through the SPSS application version 25
obtained the results of multicollinearity on each independent variable, namely X1 (Promotion)
tolerance value 0.593 > 0.1 and VIF value 1.687 < 10 and X2 (Service) variability tolerance
value 0.593 > 0.1 and VIF value 1, 687 < 10. So it can be concluded that none of the variables
in this study have symptoms of multicollinearity between independent variables in the regression
model.
Heteroscedasticity Test
Based on the standard regression image, it can be seen that the dots spread out randomly.
Data points also do not collect only above or below them. So it can be concluded that there is no
heteroscedasticity problem in this study. The following output results of SPSS heteroscedasticity
test are:
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Figure 3
SPSS Output Results Heteroscedasticity Test
Sumber : Hasil olah data program SPSS 25
Based on Figure 3 heteroscedasticity test testing was found that visible dots spread randomly. Data
points also do not collect only above or below them. So it can be concluded that there is no
heteroscedasticity problem in this study.
Multiple Linear Regression Analysis Results
The multiple regression equation can be done by interpreting the numbers in the Unstandardized
Coefficients Beta in the following table:
Table 13
Multiple Linear Regression Analysis Results
Coefficients
a
Unstandardized
Coefficients
Standardiz ed
Coefficients
t
Sig.
Model
B
Std. Error
Beta
1
(Constant)
,470
1,089
,432
,667
Promotion
,136
,063
,135
2,170
,033
Service
,836
,065
,797
12,848
,000
Source: SPSS 25 program data processing results
Based on Table 13 by considering the numbers in the Unstandardized Coefficients Beta column, the
multiple regression equation can be arranged as follows:
Y= -11,470 + 0,136X
1
+ 0,836X
2
From the regression equation above can be interpreted several thing:
d. The value of the promotion coefficient X1 is 0.470 with a positive value. This means that
every increase in promotion will be accompanied by an increase in customer satisfaction,
which is 0.470 units assuming the other variable (X2) is constant.
e. The value of the service coefficient (X2) is 0.836 with a positive value.
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This means that each service improvement will be followed by an increase in customer satisfaction of 0.836
units assuming the other variable (X1) is constant.
Coefficient of Determination Analysis (r
2
)
Table 14
Model Summary Analysis Results
Model Summary
b
Model
R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Durbin-
Watson
1
,889
a
,790
,786
1,445
2,406
a. Predictors: (Constant), Service, Promotion.
b. Dependent Variable: Customer Satisfaction
Source : SPSS 25 program data processing results
Based on Table 14 the results of data processing through the SPSS application version 25 obtained a
summary model value in column r2 (R Square) of 0.790. So it can be concluded that promotions and
services have an influence on customer satisfaction of the Makassar Bin Daud Date Center by 79%. Then
the rest were influenced by other factors outside this study by 21%.
Hypothesis Test Results
Persian Test
Table 15 Persian Test Results
Coefficients
a
Source : SPSS 25 program data processing results
Based on Table 15 of the results of data processing through the SPSS application version 25, it is
explained that:
a. The promotion variable gets a calculated t value = 2.170 with the next significance value
obtained at 0.033 while the ttable is 1.98580. Because the calculated t value is greater than
the table t (2.170 > 1.98580) then the significance value obtained is 0.033 < 0.05, it can be
concluded that promotion has a positive and significant effect on customer satisfaction of the
Makassar Bin Daud Date Center, the first hypothesis is proven and accepted.
b. The service quality variable gets a calculated t value = 12.848 with the next significance
value obtained at 0.000. While t table is 1.98580. Because the calculated value is greater than
the table t (12.848 > 1.98580) then the significance value obtained is 0.000 < 0.05, it can be
concluded that service has a positive and significant effect on customer satisfaction of the
Makassar Bin Daud Date Center, the second hypothesis is proven and accepted.
F Test (Simultaneous)
Test F in this study was used to prove the third hypothesis, namely:
Unstandardized Coefficients
Standardiz
ed Coefficients
t
Sig.
Model
B
Std. Error
Beta
1
(Constant)
,470
1,089
,432
,667
Promotion
,136
,063
,135
2,170
,033
Service
,836
,065
,797
12,848
,000
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Table 16 Simultaneous Test Results
ANOVA
a
Mode
l
Sum of
Squares
Df
Mean
Square
F
Sig.
1
Regression
723,198
2
361,599
173,169
,000
b
Residual
192,107
92
2,088
Total
915,305
94
Source : SPSS 25 program data processing results
Based on Table 16, the results of data processing through the SPSS application version 25
obtained the results of simultaneous hypothesis testing, obtained a calculated F value of 173.169
while the F value of the table was 3.10 while the value of Sig. 0.00 < the standard value of Sig.
0.05, it can be concluded that simultaneously promotion and service have a positive and
significant effect on customer satisfaction of the Makassar Bin Daud Date Center.
Discussion
Promotion Affects Customer Satisfaction
Effective promotion will produce valuable information about a product/service and create
a positive perception in the eyes of consumers that can increase consumer satisfaction. By making
continuous promotional efforts, consumers will be satisfied and feel cared for by the company.
Promotion is part of the marketing activity that the company disseminates, influences or
persuades, and reminds the target market of the company and its products to be willing to accept,
buy and be loyal to the products offered by the company concerned.
Based on the results of persial testing, it was found that the promotion had a positive and
significant effect on customer satisfaction at the Hajj and Umrah Bin Daud Makassar Date Center.
This means that it means that every increase in promotions will be accompanied by an increase
in customer satisfaction, which is 0.470 units.
The results of this study are reinforced by the results of research by Handoko, (Handoko,
2017) stated that promotion has a significant influence on visitor satisfaction, the same thing was
expressed by researcher Tenriala, Sri (2018) that promotion has a significant effect on consumer
satisfaction.
Service Quality Affects Customer Satisfaction
Good service quality will have a positive effect on customer satisfaction, if all aspects of
service quality meet or exceed consumer expectations and satisfaction will increase, as expressed
by Kotler & Keller (2013: 17) products, service quality, customer satisfaction and company
profitability are closely related. Higher satisfaction results in higher levels of customer
satisfaction, which helps in higher prices and reduced spending (Grissemann & Stokburger-Sauer,
2012; Han et al., 2011).
Based on the results of the technical test, it was obtained that the service had a positive and
significant effect on customer satisfaction at the Hajj and Umrah Bin Daud Makassar Souvenir
Date Center. This means that each service improvement will be followed by an increase in
customer satisfaction of 0.836 units.
The results of this study are strengthened by the results of Arianto's research, (Arianto,
2019) stated that service quality has a positive and significant effect on satisfaction, another study,
namely (Arianto & Setiawan, 2020) stated that service quality has a good influence on customer
satisfaction.
Analysis Of Promotion And Service Quality On Customer Satisfaction At The Center Of Hajj And Umrah
Souvenirs Bin Daud Makassar
682 Return: Study of Economic And Business Management, Vol 2 (7), July 2023
Promotion and Service Quality Affect Customer Satisfaction
Quality of service and promotion are factors that affect customer satisfaction (Kim et al.,
2019). If the quality of a service is not in accordance with consumer expectations and the
company's efforts to remind and persuade consumers continuously will not work well and vice
versa if the quality of service is in accordance with consumer expectations and the company's
efforts to invite consumers to use the product / service will run effectively then both will affect
consumer satisfaction.
Based on the results of hypothesis testing, it was found that promotion and service had a
positive and significant effect on customer satisfaction at the Hajj and Umrah Bin Daud Makassar
Date Center.
Promotion Contribution and Service Quality to Customer Satisfaction
With an analysis of the coefficient of determination r2 (R Square) of 0.790. So it can be
concluded that promotion and service have an influence on customer satisfaction of the Makassar
Bin Daud Date Center by 79%. Then the rest were influenced by other factors outside this study
by 21%.
The results of this study are in line with the results of research by Arianto, (Arianto, 2019)
where the results stated that promotion and service quality had a positive and significant effect on
consumer satisfaction.
CONCLUSION
Based on the results of the study, it was concluded that: 1) The results of the persial test
that the promotion has a positive and significant effect on customer satisfaction at the Hajj and
Umrah Bin Daud Makassar Date Center. 2) The results of the technical test that the service has a
positive and significant effect on customer satisfaction at the Hajj and Umrah Bin Daud Makassar
Souvenir Date Center. 3) The results of testing the hypothesis simultan that promotion and service
have a positive and significant effect on customer satisfaction at the Hajj and Umrah Bin Daud
Makassar Souvenir Center. 4) The results of the analysis of the coefficient of determination r2 (R
Square) show that promotion and service have an influence on customer satisfaction of the Bin
Daud Date Center Makassar by 79%.
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