Pengaruh Kualitas Layanan, Kualitas Produk, dan Sales Promotion terhadap Kepuasan Pelanggan Shell Prapen Surabaya. (The Effect of Service Quality, Product Quality, and Sales Promotion on Customer Satisfaction at Shell Prapen Surabaya).

Indrawan, Edrick (2025) Pengaruh Kualitas Layanan, Kualitas Produk, dan Sales Promotion terhadap Kepuasan Pelanggan Shell Prapen Surabaya. (The Effect of Service Quality, Product Quality, and Sales Promotion on Customer Satisfaction at Shell Prapen Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The fuel oil (BBM) industry in Indonesia has grown rapidly, marked by increasing consumption and fierce competition among fuel providers. Shell Prapen gas station in Surabaya is one of the key players competing not only on price but also through service quality, product excellence, and promotional strategies. This study aims to analyze the influence of service quality, product quality, and sales promotion on customer satisfaction. A quantitative approach was employed using a survey method involving 100 respondents who are active customers of Shell Prapen. The sampling technique used was purposive sampling, and data analysis was carried out using validity and reliability tests, multiple linear regression, and hypothesis testing with SPSS version 25. The results show that both partially and simultaneously, all three independent variables significantly affect customer satisfaction. Fast, friendly, and professional service; high-quality fuel that meets international standards; and sales promotions such as discounts and loyalty programs all contribute positively to customer satisfaction. The study also highlights that the combination of these three factors is crucial in building competitive advantage and enhancing customer loyalty amid the increasingly competitive fuel market. These findings are expected to serve as a strategic reference for Shell gas stations in improving service quality and managing promotions to maintain customer satisfaction.

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