PENGARUH PROMOSI TERHADAP KEPUASAN KONSUMEN DALAM PEMBIAYAAN MURĀBAHAH DI CLUSTER MEGA BODAS PT. WIRA CAKRA BUANA BANDUNG BARAT

Abstract

Customer satisfaction is one of the keys to long-term success for a company, because by satisfying consumers the company will make the company able to compete or outperform its competitors. Promotion is a marketing activity carried out by the company by informing about the products or services that will be offered by the company, so that someone is interested in the product or service. Good, appropriate and attractive promotions can increase customer satisfaction to the maximum. The purpose of this study was to determine the positive and significant effect of promotion on customer satisfaction in murabahah financing in the Mega Bodas Cluster of PT Wira Cakra Buana with a saturated sampling technique of 60 respondents of murabahah financing consumers of the Mega Bodas Cluster. The analysis method used validity test and reliability test, normality test, regression test and t test using the SPSS 25 version of the software program: (1) there is an effect of promotion on customer satisfaction in murabahah financing in the Mega Bodas Cluster of PT Wira Cakra Buana. Thus the hypothesis stating that promotion has an influence on customer satisfaction in murabaha financing can be accepted or tested. (2) The magnitude of the effect of promotion on customer satisfaction in murabaha financing is 30.3%, while the remaining 60.7% is the influence of other variables outside the scope of this study other than promotion.