Pengaruh Gaya Komunikasi dan Kualitas Pelayanan Pada Sales Promotion Girl (SPG) Unilever Terhadap Kepuasan Pelanggan di Lion Superindo Royal Square. (The Influence of Communication Style and Service Quality of Unilever Sales Promotion Girls (SPG) on Customer Satisfaction at Lion Superindo Royal Square Surabaya).

Romadhoni, Alfin Masruroh (2025) Pengaruh Gaya Komunikasi dan Kualitas Pelayanan Pada Sales Promotion Girl (SPG) Unilever Terhadap Kepuasan Pelanggan di Lion Superindo Royal Square. (The Influence of Communication Style and Service Quality of Unilever Sales Promotion Girls (SPG) on Customer Satisfaction at Lion Superindo Royal Square Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of communication style and service quality of Unilever Sales Promotion Girls (SPGs) on customer satisfaction at Lion Superindo Royal Square Surabaya. The research is grounded in the importance of interpersonal interactions within direct promotional activities, where appropriate communication styles and high-quality service shape customer perceptions and shopping experiences. This study employs a quantitative approach using a survey method by distributing questionnaires to customers who have interacted with Unilever SPGs. Data analysis includes validity testing, reliability testing, multiple linear regression, and significance tests to determine the influence of each variable. The findings indicate that communication style has a positive and significant effect on customer satisfaction. Service quality also shows a positive and significant influence on customer satisfaction. These results affirm that effective interpersonal interaction, supported by responsive and empathetic service, enhances customer comfort and strengthens trust in the promoted products. Thus, this research provides practical implications for companies to improve SPG communication competence and service performance as a strategy to maintain and increase customer satisfaction.

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