ANALYSIS OF PRICE, PROMOTION, AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT FLY REMI TRAVEL BATAM

Abstract

This study aims to analyze the influence of price, promotion, and service quality on customer satisfaction at Fly Remi Travel Batam. The competitive travel industry demands companies to offer not only competitive prices but also effective promotional strategies and superior service quality. Data were collected through questionnaires from 153 Fly Remi Travel customer respondents who used travel packages to Singapore. Multiple linear regression analysis shows that price, promotion, and service quality partially and simultaneously have a positive and significant effect on customer satisfaction. These results indicate that the suitability of price to facilities, clarity and attractiveness of promotions, and friendliness and professionalism of staff are key factors in shaping customer satisfaction. The practical implication of this study is the need for Fly Remi Travel to continue to manage these three aspects in an integrated manner to increase customer loyalty and recommendations.