This study
aims to analyze the effect of Service quality, sale promotion, and brand trust
on customer satisfaction at baraya travel Kebayoran baru South Jakarta 2019.
The data of this Study used primary data in the form of questionnaires do 100
employees of baraya travel Jakarta. Data analysis techniques using multiple
linear regression analysis Ana using The program SPSS program. The results
showed an influence between Service quality, customer satisfaction of 0,280 and
an influence of 28,0 % similary, the variable sale promotion on Customer
satisfaction of 0,316 and has an influence of 31,6 %. then for the variable
Brand satisfaction on Customer satisfaction of 0,303 and has an influence 30,3
%. Partially or simultaneously have a strong influence among the Three
variables, the most significant is Band Trust variable of 0,000. The result and
of this study expect do improve Service quality that can support Customer
satisfaction.
Keywords: service
quality, sales promotion, brand trust, customer satisfaction
INTRODUCTION
The development of the transportation business is currently
increasingly difficult due to the increasing number of competitors appearing
with the same type of transportation services and better services.So the
development of the travel business in society in the last few years has
experienced very rapid growth. The presence of various types of travel has made
people increasingly follow the trend of the transportation lifestyle, as well
as market players who are developing not just from one group but covering all
market segments. This phenomenon occurs due to people's high use of public
transportation, creating intense competition between travel companies.
One of the travel destinations in Indonesia that people are interested
in is Baraya Travel. Baraya is a travel company that has been around in
Indonesia for quite a long time. If you look at its historical profile, Baraya
has been established since May 17 2002 in Indonesia and has been able to stay
ahead of its competitors for almost 18 years.
Baraya Travel realizes and strives to provide the values that customers
expect and even provides more than what customers expect. If customer
satisfaction decreases, the amount of income will also decrease.
Service quality is a level of excellence(excellence) is expected and
control over this excellence to fulfill customer desires (Tjiptono, 2011: 260).
This is supported by research conducted by Meiliani and Mustikasari (2018)
which states that the service quality variable has a positive and significant
effect on customer satisfaction at PT. Nugraha Ekakurir (JNE) Tiki Line at the
Setrasari Mall Bandung Branch. Then it is supported again by research conducted
by Rosa Lesmana and Ratnasari (2019) stating that there is a positive and
significant influence between service quality on PT customer satisfaction.
Radekatama Piranti Nusa.
Then promotional factors also influence customer satisfaction at Baraya
Travel Kebayoran Baru, South Jakarta. One of the promotions carried out by
Baraya Travel is providing promotional prices to college and university
students, with the hope of introducing Baraya Travel Kebayoran Baru South
Jakarta service facilities to customers. The influence of sales promotions and
the quality of service provided by Baraya Travel Kebayoran Baru, South Jakarta,
has increased consumer arrivals, thus affecting passenger sales turnover and
other facilities. With a large number of customers/consumers and an attraction
for customers/consumers who have long been regular customers of Baraya Travel
Kebayoran Baru, South Jakarta, this is one of the assessments of
customer/consumer satisfaction withcustomer/consumer comfort standards.
Promotion is a complex form of communication that operates to pursue goals and
uses strategies that influence the thoughts, feelings and actions of
customers/consumers (Moriarty et al, 2001:6). This is supported by research
conducted by Andriani and Kusumawati in their research stating that sales
promotion has a positive and significant influence on customer satisfaction.
Apart from that, it is also supported by research conducted by Azmi Fauzi
(2019) which states that sales promotions have a positive and significant effect
on consumer satisfaction when purchasing Garuda plane tickets at PT. Hamsa Tour
and Travel.
Brand trust(Brand Trust) can determine consumer satisfaction with a
brand and trust has the potential to create high-value relationships. The
formation of brand loyalty is based on customer confidence. One element that is
starting to be believed to form brand loyalty is brand trust. A brand that is
able to meet customer expectations or even exceed customer expectations and
provide quality guarantees at every opportunity for its users, and the brand
can be produced by a company that has a reputation, then customers will be more
confident in their choice and customers will have confidence in the brand, like
the brand, and consider the brand as part of themselves. Brand trust is a
perception of reliability from a consumer's perspective based on experience, or
more on a sequence of transactions or interactions that are told by the
fulfillment of expectations for product performance and customer satisfaction
(Ferrinadewi, 2008: 135). This is supported by research conducted by Hadi
(2018) which states that brand trust has a positive and significant effect on
PT customer satisfaction. Mayasari Bakti, East Jakarta.
Customer satisfaction is one dimension of several concepts or
understandings of strategy that underlie company policies within the framework
of the marketing efforts carried out. Customer satisfaction is the main goal of
a company's business which always aims to satisfy its customers and will always
know what to do in its business. Consumer satisfaction is the feeling that
buyers feel from company performance that meets their expectations (Kotler and
Keller, 2011: 52).
Behavior after purchase will give rise to an attitude of satisfaction
or dissatisfaction in consumers, so consumer satisfaction is a function of the
buyer's expectations of the product and service with its perceived performance.
To provide quality service, sales promotions andBaraya Travel must really
maintain good brand trust, so that it always gives trust to customers and
builds their interest in using public transportation.
Based on the phenomenon and description of the background problems
above, the researcher is interested in taking a research title regarding
"The Influence of Service Quality, Sales Promotion, and Brand Trust on
Customer SatisfactionBaraya Travel Kebayoran Baru South Jakarta 2019”.
RESEARCH METHOD
Analysis Techniques
The data collection
technique in this research was carried out using a data collection instrument
by distributing questionnaires to respondents. The questionnaire in this
research is data collection in the form of a list of statements in the form of
close end questions (closed statements) patterned on an assessment priority
scale in accordance with the principle of weighting scores according to a
Likert scale. Respondents will be asked to provide responses to questions or
choose one of the five answers available using score assessment, the highest
weight is given a score of 5 for the answer strongly agree (SS) and the lowest
weight is given a score of 1 for the answer Strongly Disagree (STS). The Likert
scale weighting is presented in the table:
Table
1. Likert Scale Instrument
|
Statement |
Score
Weight |
|
Strongly
Disagree (STS) |
1 |
|
Disagree
(TS) |
2 |
|
Undecided
(RR) |
3 |
|
Agree
(S) |
4 |
|
Strongly
Agree (SS) |
5 |
Source:
Arifin (2017 : 14)
Descriptive
Analysis Method
According to Ferdinand (2014: 229), descriptive analysis is providing an
empirical description or description of the data collected by research. The
data comes from respondents' answers to the items contained in the
questionnaire and then processed by grouping them and then giving explanations
to differentiate them. In this case the author will analyze data relating to
service quality, sales promotion and brand trust on customer satisfaction.
Inferential Analysis Method
Inferential analysis is an analytical technique used to analyze data and
samples whose results are applied to the population (Arifin 2017: 201). In this
research, inferential statistical data analysis was measured using SPSS
(Statistical Package for the Social Science) software. Starting from instrument
testing, classical assumption testing, multiple linear regression, model
feasibility testing and hypothesis testing.
Multiple Linear Regression Analysis
Regression analysis is basically a study of the dependence of a dependent
variable on one or more independent variables, with the aim of estimating and
predicting population averages or dependent viable values based on known
independent variable values (Ghozali, 2005). In this study, variable X has
three independent variables, so a multiple linear equation is used with the
following formula:
Information :
Y =
decision to use services
a =
constant
β1β2 β3 =
regression coefficient
X1 =
consumer behavior
X2 =
service quality
X3 =
digital marketing
e =
error
Research
Instrument Test
Validity test
Validity Test is used to measure
whether a questionnaire is valid or not (Ghozali 2011:53). A questionnaire is
said to be valid if the questions in the questionnaire are able to reveal
something that the questionnaire will measure. The high or low validity of the
measuring instrument shows the extent to which the data collected does not
deviate from the description of the variable. In making decisions to test the
validity of the indicators, they are:
1)
If r count
(positive) > r table then the item or variable is valid.
2)
If r count
(negative) < r table then the item or variable is invalid.
Reliability Test
According to Ghozali (2011:47) Reliability
testing is a tool for measuring a questionnaire that has indicators of
variables or constructs. A questionnaire is declared reliable if a person's
answers to statements are consistent or stable over time. This reliability test
uses the Cronbach Alpha (α) statistical test. According to Ghozali (2011: 148)
decision making for a construct or variable is said to be reliable as follows:
1)
If Cronbach Alpha
(α) > 0.60 then the questionnaire used is reliable.
2)
If Cronbach Alpha
(α) <0.60 then the questionnaire used is not reliable.
Classic
assumption test
Normality test
According to Ghozali (2011: 160), the
normality test aims to find out whether in the regression model, confounding or
residual variables have a normal distribution or not because a good regression
model has a normal or close to normal data distribution. In this study, to test
the residual value, the One Sample Kolmogrov-Smirnov test was used by
correlating the residual value (Unstandardized residual) of each variable using
a significant value of 0.05. According to Ghozali (2011: 34) decision making is
carried out using the following criteria:
1) If
the 2-tailed sig > 0.05 then the data is normally distributed.
2) If
the 2-tailed sig < 0.05 then the data is not normally distributed.
Multicollinearity
Test
According to Ghozali (2011:105) this test aims
to test whether in the regression model a correlation is found between the
independent variables. This test will measure the level of association or
relationship of influence between the independent variables through the
magnitude of the correlation coefficient R. In this study, to detect whether or
not there is multicollinearity in the regression model, namely:
1) If
the tolerance value is > 0.1, the VIF value is < 10, then there is no
multicollinearity between the independent variables in the regression model.
2) If
the tolerance value is < 0.1, the VIF value is > 10, then there is
multicollinearity between the independent variables in the regression model.
Heteroscedasticity
Test
The aim of the heteroscedasticity test is
whether in the regression model there is inequality of variance and the
residuals of other observations are still called homoscedasticity and if they
are different it is called heteroscedasticity. A good regression model is
homoscedastic or there is no heteroscedasticity (Ghozali, 2013: 125). The
hiteroskedacity test uses the Glejser test. The Glejser test proposes to
regress the absolute value of the residual against the independent variable. To
make decisions in the heteroscedasticity test, the indicators determined are:
1) Heteroscedasticity does not occur, if t count < t
table and the significance value is > 0.5.
2) Heteroscedasticity occurs, if t
count < t table and the significance value is > 0.5.
Autocorrelation
Test
According to Ghozali (2011: 110), the
autocorrelation test aims to test whether in the linear regression model there
is a correlation between confounding errors in period t and confounding errors
in period t-1 (previously). If correlation occurs, it is called an
autocorrelation problem. To test whether autocorrelation occurs or not, the
Durib-Watson test is used with the following criteria:
1)
du < dw < 4 – du, then there is no autocorrelation.
2) dw
< dl or dw > 4 – dl, then autocorrelation occurs.
Information :
Du is the upper limit of the Durbin – Watson (DW) value in the DW table.
Meanwhile, dl is the lower limit of the Durbin Watson value in the DW table.
Model
Feasibility Test
F test
This test is used to determine the joint
influence of the independent variable on the dependent variable. To determine
the significance or not of the joint influence of the independent variables on
the dependent variable, a probability of 5% (α = 0.05) is used. Basis for
decision making:
1) If
Fcount is at sig ≤ 0.05 then H0 is rejected (the regression model is valid).
2) If
Fcount is at sig ≥ 0.05 then H0 is accepted (the regression model is invalid).
Coefficient of
Determination (R2)
The coefficient of
determination measures how far the model's ability is to explain the dependent
variable (Ghozali 2011:97). If the coefficient of determination R2 is equal to
0% then it can be stated that the independent variable cannot explain the
dependent variable at all, but if the coefficient of determination gets closer
to 100% then it can be said that the independent variable is increasingly able
to explain the dependent variable.
Hypothesis Testing (T Test)
The t test is a test
used to determine the significance of the influence of the independent variable
on the dependent variable partially (individually). This test was carried out
to determine the influence of the independent variable (X) service product
quality consisting of service quality, sales promotion and brand trust
partially on the dependent variable (Y) customer satisfaction. The significance
of this influence can be estimated by comparing the calculated T value at
significance ≤ 0.05 using the following basis for decision making:
1) H0
is rejected and H1 is accepted if Tcount > T table or if the sig value
<0.05 then service quality, sales promotion and brand trust partially have a
positive and significant effect on Baraya Travel Kebayoran Baru South Jakarta
Customer Satisfaction.
2) H0
is accepted and H1 is rejected if Tcount < Ttable or if the value is sig.
> 0.05, then service quality, sales promotions and brand trust do not
partially have a positive and significant effect on Baraya Travel Kebayoran
Baru South Jakarta Customer Satisfaction.
RESULTS AND DISCUSSION
Structural
Validity Testing
Validity
test
The instrument validity test aims to
determine the extent of accuracy and accuracy of the measuring instrument in
carrying out its measuring function. The calculation is by comparing the
calculated r with the r table.
Table
2. Validity Test Results
|
Variable |
Statement |
r Count |
r Table |
Information |
|
Service quality (X1) |
X1.1 |
0.622 |
0.196 |
Valid |
|
X1.2 |
0.699 |
0.196 |
Valid |
|
|
X1.3 |
0.549 |
0.196 |
Valid |
|
|
X1.4 |
0.601 |
0.196 |
Valid |
|
|
X1.5 |
0.670 |
0.196 |
Valid |
|
|
Sales Promotion (X2) |
X2.1 |
0.529 |
0.196 |
Valid |
|
X2.2 |
0.675 |
0.196 |
Valid |
|
|
X2.3 |
0.444 |
0.196 |
Valid |
|
Brand trust (X3) |
X3.1 |
0.777 |
0.196 |
Valid |
|
X3.2 |
0.476 |
0.196 |
Valid |
|
|
X3.2 |
0.340 |
0.196 |
Valid |
|
|
X3.4 |
0.744 |
0.196 |
Valid |
|
|
Customer satisfaction (Y) |
Y.1 |
0.613 |
0.196 |
Valid |
|
Y.2 |
0.726 |
0.196 |
Valid |
|
|
Y.3 |
0.647 |
0.196 |
Valid |
Source: Data processed
by SPSS 23.0 (2019)
From table 2 shows
that all statement items on the variables of service quality (X1), sales
promotion (X2), and brand trust (X3) and customer satisfaction (Y) are valid,
because the rcount of each statement is greater than the rtable (0.196) and
significantly smaller than alpha 0.05.
Reliability Test
A
measuring instrument can be said to be reliable if Cronbach's Alpha (CA) is
above 0.60 (CA > 0.60). The results of the reliability test for the
variables service quality, sales promotion (X2), brand trust (X3) and customer
satisfaction (Y) are as follows:
Table 3. Reliability Test Results
|
Variable |
Cronbach's Alpha |
Limit Cronbach's |
Information |
|
Service quality |
0.828 |
>0.60 |
Reliable |
|
Sales promotion |
0.723 |
>0.60 |
Reliable |
|
Brand trust |
0.769 |
>0.60 |
Reliable |
|
Customer satisfaction |
0.810 |
>0.60 |
Reliable |
Source: data processed by
SPSS 23.0 (2019)
The results of reliability testing in table
4.10 show that all variables in the research variable service quality, sales
promotion, brand trust and customer satisfaction have Cronbach's alpha values
above the minimum Cronbach's alpha value > 0.60 so it can be said that all
the measuring concepts for each variable from the questionnaire are reliable.
This means that the questionnaire used in this research is a reliable and
reliable questionnaire.
Coefficient of
Determination
Analysis
of the coefficient of determination (R2) is used to provide an understanding of
how large the percentage influence of the independent variable is on the dependent
variable.
Table 4. Coefficient of Determination Test
|
Model
Summary b |
|||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
Durbin-Watson |
|
1 |
,686a |
,471 |
,454 |
1,103 |
1,822 |
|
a. Predictors: (Constant), totalx3,
totalx2, totalx1 b. Dependent Variable: total |
|||||
Source: data processed
by SPSS 23.0 (2019)
In
table 4 above, the correlation coefficient (R2) value is 0.471, which means
that there is a correlation between the variables of service quality, sales
promotion and brand trust on customer satisfaction, which means that the
customer satisfaction variables are 47.1% while the remaining are 52%. .9% is
explained by other factors outside this research.
Multiple Regression Analysis Test
Table 5. Multiple Linear Analysis Test Results
Coefficientsa
|
Model |
Unstandardized
Coefficients |
Standardized
Coefficients |
Q |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
1,307 |
1,371 |
|
,953 |
,343 |
|
|
Service quality |
,176 |
,062 |
,280 |
2,856 |
,005 |
|
|
Sales promotion |
,338 |
,102 |
,316 |
3,324 |
,001 |
|
|
Brand trust |
,242 |
,062 |
,303 |
3,890 |
,000 |
a.
Dependent Variable:
Customer SatisfactionSource: Processed Data
Y
= 0.280 X1+ 0.316X2 + 0.303X3
Information :
Y = Satisfaction Customer
X1 = Service Quality
X2 = Sales promotion
X3 = Trust brand
The meaning of these numbers is as follows:
1) The regression coefficient for the service quality
variable (X1) is 0.280 and is positive. This indicates that the better the
quality of service provided, the better the level of customer satisfaction
2) The regression coefficient for the sales promotion
variable (X2) is 0.316 and is positive. This indicates that the better the
sales promotion provided, the better the level of customer satisfaction
3) The regression coefficient for the brand trust variable
(X3) is 0.303 and positive. This indicates that the higher the level of brand
trust given, the better the level of customer satisfaction.
4) Based on table 5, the variable that makes the biggest contribution is the
sales promotion variable, which is 0.316 and is followed by the brand trust
variable of 0.303 and followed by the service quality variable of 0.280.
Discussion
The Influence of Service
Quality on Customer Satisfaction
Based on the results of hypothesis testing, it was found
that service quality has a positive and significant effect on customer
satisfaction. This positive and significant influence indicates that the
quality of service at Baraya Travel can influence customer satisfaction.
According to the research results, in
the service quality variable it can be seen that the lowest average result is
found in the statement "Baraya Travel employees are able to meet customer
needs and desires". Based on service quality indicators, the author
suggests that Baraya Travel can improve service quality by improving existing
facilities at Baraya Travel so that customers prefer Baraya Travel over other
travel.
According to Tjiptono (2014:59) service quality is the
expected level of excellence and control over that level of excellence to meet
customer expectations. The results of the study (Cronin and Taylor, 2002)
suggest that service quality is formed by expectation, performance and
disconfirmation. (According to Zeithaml et, al., 1996), service quality
includes: Realibility, Responsiveness Assurance, Empathy, Tangibles. This is
also in accordance with research (Normasari, et al., 2013), (Manus Lumanuw,
2015). Kholuq, et al. 2016), which influences visitor satisfaction.
The Effect of Sales Promotion on Customer
Satisfaction
Based on the
results of hypothesis testing, it was found that sales promotions had a
positive and significant effect on customer satisfaction. This positive and
significant influence indicates that sales promotions at Baraya Travel can
influence customer satisfaction.
According to the research results, in the sales promotion variable it can
be seen that the lowest average result is in the statement "The price
discount given by Baraya Travel is very large so it attracts customers".
This shows that Baraya Travel must improve the quality of its sales promotions
by providing discounts by accessing the Baraya Travel website.
According to Ebert and Griffin (2016: 442) sales
promotions are short-term promotional activities designed to encourage
purchases by consumers, sales of industrial goods or collaboration with
distributors.
The results of this research are in line with research by
Indra et al (2017) which states that the sales promotion attribute variable has
a positive and significant effect on customer satisfaction.
The Influence of Brand Trust on Customer
Satisfaction
Based on the
results of hypothesis testing, it was found that brand trust has a positive and
significant effect on customer satisfaction. This positive and significant
influence indicates that brand trust in Baraya Travel can influence customer
satisfaction.
According to the research results, in the sales promotion variable it can
be seen that the lowest average result is for the statement "I believe
that Baraya Travel provides security". This shows that Baraya Travel must
increase brand trust to further influence customer satisfaction and the
potential for trust to become safer and more confident in using Baraya Travel
services.
on the trip Jakarta – Bandung.
Ferrinadewi (2008:135), brand trust is the brand's
ability to be trusted, which originates from the consumer's belief that the
product is able to fulfill the promised value and the good brand intention
(brand intention) which is based on the consumer's belief that the brand is
able to prioritize consumer interests.
The influence of brand trust in the results
of this research is in line with the results of Soegoto (2013) who concluded
that brand trust has an effect on consumer satisfaction. This research is also
in line with the results of research by Arfianti (2014) which states that brand
trust is able to influence the level of satisfaction by taking the form of
service that is responsive to complaints and open in the transaction process
and forms company integrity. The results of this research show that high brand
trust arises because of customer satisfaction.
CONCLUSION
Based on the results of research regarding the
influence of service quality, sales promotions and brand trust on customer
satisfaction, it can be concluded as follows; (1) based on the research
results, it shows that the service quality variable has a positive and
significant effect on customer satisfaction at Baraya Travel, (2) based on the
research results, it shows that the sales promotion variable has a positive and
significant effect on customer satisfaction at Baraya Travel, (3) based on the
research results, it shows that the brand trust variable has a positive and
significant effect on customer satisfaction at Baraya Travel, and (4) the
results of this research show that sales promotions have the greatest
contribution to customer satisfaction at Baraya Travel Kebayoran Baru, South
Jakarta.
This article is a part
of joint research and publication between Faculty of Economics and Business,
Universitas Nasional, Jakarta and Faculty of Business, Economics, and Social
Development, Universiti Malaysia Terengganu.
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