The Influence of Product Quality and Promotion on Customer Satisfaction in the Use of Provider Tri Cards in Economic Education Students at Jambi

Abstract

Tri card provider is one of the telecommunications operators in Indonesia. The product quality and good promotion are important things that must be accomplished by a company in order to compete and get maximum satisfaction from consumers. This study aim was to examine the level of customer satisfaction which is influenced by the product quality and promotion variables. The research method used in the paper was the quantitative one with an ex post facto design. The population in this study were 398 students of the Jambi University Economics Education Study Program Batch 2019 – 2022 and a sample of 111 people was taken using a purposive sampling technique based on the characteristics of tri-provider card users. The results of the analysis showed that there was a positive and significant influence of product quality variables on consumer satisfaction as indicated by the t-statistic value of 3.41 > t table of 1.66. The promotion variable also has a positive and significant influence on the level of customer satisfaction as indicated by the t statistic value of 15.98 > t table of 1.66. Simultaneously the product quality and promotion variables had a significant effect on the level of consumer satisfaction as indicated by the F statistic value of 276.60 > F table of 3.08. The resulting model had a prediction accuracy of 83.7%. The results of these findings recommend companies improving the product quality and expanding promotions in order to reach the use of these products in meeting student learning needs.