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5. Multiple Linier Regression Analysis
Table 4.36
Coefficients
a
Model Unstandardized
Coefficients Standardized
Coefficients t
Sig. B
Std. Error Beta
1 Constant
,380 1,078
,352 ,726
Service Quality ,071
,018 ,335
3,882 ,000
Promotion ,374
,071 ,456
5,294 ,000
a. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21
Based on the table above, the regression equation is as follows: Y= 0.380 + 0.071X
1
+ 0.374X
2
+ e Description:
Y = customer satisfaction dependent a = constanta
X
1
= service quality independent X
2
= promotion independent e = error
Service quality variable X
1
has regression coefficient 0.071 which means customer service has positive influence towards customer
satisfaction variable Y. These appropriate with the previous research by Md. Mostafizur Rahman and Md. Hossen Miazee in 2010 with the title E-
Service Quality and Customer Satisfaction: A Study of Online Customers
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in Bangladesh. They stated the five independent variables of e-service quality factors are important variable which influence customers
satisfaction. Promotion X
2
has regression coefficient 0.374 which means pricing has positive influence towards customer satisfaction variable Y.
This appropriate with the previous research by Reicheld and Schefter in 2000 with the title E-Loyalty Your Secret Weapon On The Web. They
stated that a great way to build customer satisfaction is through promotion, company need to give away a few things, product or service promotions are
a great way to build relationships with customers because everyone is out to find a good deal.
6. Coefficient of Determination Adjusted R2
Table 4.37
Model Summary
b
Model R
R Square Adjusted R
Square Std. Error of the
Estimate 1
,694
a
,482 ,471
1,06090 a. Predictors: Constant, Promotion, Service Quality
b. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 21 From the coefficient determination’s view from the table above adjusted
R square is 0.471 or 47.1 it means all independent variables like service quality and promotion toward customer satisfaction have significant influence about
47.1. Thus the residual coefficient, around 52.9 it will explain by the other
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factors that is not calculated in this research.
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CHAPTER V CONCLUSION AND RECOMMENDATION
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