The Influence of Promotion, Service Quality, Pricing Strategy, and Brand Experience on Customer Satisfaction at Lotte Grosir Manado

Abstract

This study examines the effects of promotion, service quality, pricing strategy, and brand experience on customer satisfaction at Lotte Grosir Manado. A quantitative survey was conducted among 52 customers selected using accidental sampling from an estimated population of 100 customers. Data were collected through a questionnaire and analyzed using multiple linear regression, t-tests, an F-test, and the coefficient of determination. The findings indicate that promotion (t = 2.023; p = .049), service quality (t = 2.336; p = .024), pricing strategy (t = 3.061; p = .004), and brand experience (t = 2.571; p = .013) each have a positive and statistically significant partial effect on customer satisfaction. Together, the four predictors significantly explain customer satisfaction (F = 11.881; p < .001). The model yields an R² of .503, indicating that 50.3% of the variation in customer satisfaction is explained by the four variables. Pricing strategy has the strongest relative contribution based on its standardized beta coefficient (β = .349). The study highlights the importance of consistent promotional information, responsive service, competitive and fair prices, and positive in-store brand experiences in strengthening customer satisfaction.