THE INFLUENCE OF PROMOTION AND SERVICE QUALITY ON CONSUMER SATISFACTION THROUGH PURCHASE DECISIONS AT RAMEN 1 TIKTOK SHOP PALANGKA RAYA

Abstract

This study aims to analyze the influence of promotions and service quality on consumer satisfaction at Ramen 1 Palangka Raya. The background of this research stems from the fact that Ramen 1 Palangka Raya conducts promotions through the TikTok Shop application on their official account. However, to redeem vouchers from the application, customers must come directly to the outlet. This condition causes the outlet to become extremely crowded, resulting in long queues. Additionally, the relatively slow service process further accumulates the queues and creates congestion in the outlet area, which ultimately may affect customer satisfaction with the quality of service provided. This study employs a quantitative approach with Partial Least Squares (PLS) analysis technique. The research population consists of Ramen 1 consumers, with a sample of 100 respondents selected using purposive sampling technique. The results indicate that promotions and service quality have a positive and significant effect on consumer satisfaction.