THE EFFECT OF SOCIAL MEDIA PROMOTION, PRODUCT VARIETY AND LOCATION ON CONSUMER SATISFACTION WITH BOLU MENARA IN MEDAN MARELAN
Keywords:
Social Media Promotion, Product Variety, Location, Customer SatisfactionAbstract
This study aims to analyze the effect of social media promotion, product variety, and location on consumer satisfaction at Bolu Menara in Medan Marelan, both partially and simultaneously. This study uses a quantitative approach with an associative research design. The population consists of consumers of Bolu Menara Medan Marelan, with a sample of 135 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using descriptive analysis, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with the assistance of SPSS version 25. The results show that social media promotion has a positive and significant effect on consumer satisfaction, with a t-value of 4.459 and a significance value of 0.000 < 0.05. Product variety also has a positive and significant effect, with a t-value of 2.948 and a significance value of 0.004 < 0.05. Location has a positive and significant effect, with a t-value of 4.523 and a significance value of 0.000 < 0.05. Simultaneously, the three variables have a significant effect, with an F-value of 76.611 and a significance value of 0.000 < 0.05. The Adjusted R Square of 0.629 indicates that the three variables explain 62.9% of consumer satisfaction, while 37.1% is influenced by other factors outside the study.
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