The Effect of Promotion and Service Quality on Visitor Satisfaction at PT Jentera Media Citra (Case Study at the Mama Lemon 2025 Event in Medan City)
DOI:
https://doi.org/10.59525/jess.v4i2.1089Keywords:
Promotions; Quality of Service; Visitor SatisfactionAbstract
In the modern marketing world, promotional event activities are an effective strategy in increasing consumer engagement and satisfaction. This study aims to determine the influence of promotion and service quality on visitor satisfaction at the 2025 Mama Lemon Event organized by PT Jentera Media Citra in Medan City. This event was held in various strategic culinary locations with promotional strategies such as sample sharing, interactive quizzes, and publications through social media. Informative and attractive promotions, as well as friendly and responsive services, are expected to be able to provide a positive experience for visitors. This study uses a quantitative method with a survey approach and multiple linear regression analysis. The results of the study showed that partially, promotion and service quality had a significant effect on visitor satisfaction, with a significance value of 0.001 each. Simultaneously, both variables were also shown to have a significant effect on satisfaction, with an F value of 13.378 and an R Square of 0.216, which means that 21.6% of the variation in visitor satisfaction was explained by promotion and quality of service
References
Alma Buchari. (2019). Manajemen Pemasaran Dan Pemasaran Jasa. Alfabeta, Bandung.
Indrasari, M. (2019). Pemasaran Dan Kepuasaan Pelanggan. Surabaya.
Sari, dkk. (2023). Dasar-Dasar Metodoligi Penelitian. Penerbit: CV. Angkasa Pelangi.
Sugiyono. (2025). Metode Penelitian Kuantitatif dan Kualitatif dan R&D. Penerbit: Alfabeta. Bandung.
Safir, Syafrida Hafni. (2021). Metodologi Penelitian. Penerbit: KBM Indonesia.
Tjiptono, F, dkk. (2023). Kepuasaan Pelanggan konsep, pengukuran, strategi
Uluwiyah Nurul Anisatun . (2022). STRATEGI BAURAN PROMOSI (PROMOTIONAL MIX) dalam Meningkatkan Kepercayaan Masyarakat Anisatun Nurul Uluwiyah. Penerbit: CV Multi Pustaka Utama
Triandy, A. F. (2025). Pengaruh Event Pariwisata, Promosi, Dan E-Wom Terhadap Keputusan Berkunjung Di Taman Wisata Ngembag Kabupaten Ponorogo (Doctoral Dissertation, Universita-S Pgri Madiun).
Ni Made Wulan Purnama Juliani, Dkk. (2022). Pengaruh promosi dan kualitas pelayanan terhadap kepuasan konsumen pada warung cantik di desa cemagi badung.. Universitas PGRI Mahadewa Indonesia, Denpasar, Indonesia
Panigoro, S., Sardju, H. H., Aris, I. M., Dinsie, L., Mohungo, Y., & Mustika, H. (2025). Pengaruh promosi dan kualitas pelayanan terhadap minat berkunju-ng kembali dengan kepuasan pengunjung sebagai variabel mediasi (studi kasus pengunjung pantai jiko malamo). Jurnal Ekonomi Manajemen Bisnis Syariah dan Teknologi, 4(1), 530-542.
Silitonga Sary Purnama. (2021). Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Indomaret Cabang Gaperta Medan. Universitas Medan Area Medan.
Harahap, M. I. F., & Pasaribu, I. M. (2024). Pengaruh Kualitas Pelayanan dan Fasilitas terhadap Kepuasan Pengunjung Booth Lokapala pada Event 14th Iesf World E-Sport Cup di Merusaka Hotel Bali. Innovative: Journal Of Social Science Research.
Jaya, G. W. (2021). Pengaruh Kualitas Pelayanan Dan Fasilitas Terhadap Kepuasan Pelanggan Pada Tri Jay’S Salon Dan Spa Di Singaraja (Doctoral dissertation, Universitas Pendidikan Ganesha).
Wahyuni, Molli. (2020). Statistik Deskriptif untuk Penelitian Olah Data Manual dan SPSS Vers 25. Penerbit: Bintang Pustaka Madani. Yogyakarta.
Susanto, dkk, ((2023). Konsep Penelitian Kuantitatif: Populasi, Sampel, dan Analisis Data (Sebuah Tinjauan Pustaka). ). Institut Transportasi dan Logistik Trisakti. Yogyakarta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Irene Cindy Therecia Tarigan, Jamardua Haro
This work is licensed under a Creative Commons Attribution 4.0 International License.
