Analysis Of The Effect Of Price, Promotion, and Brand Image On Customer Satisfaction At XXI Cinema In Medan

Abstract

Cinema XXI is under the auspices of PT Nusantara Sejahtera Raya Tbk, which is the largest cinema group in Indonesia with 35 years of experience in the film show industry. Not all consumers are satisfied with the various things offered by Cinema XXI so many consumers often give less or not good reviews to Cinema XXI in various places in Medan. Not a few consumers also complain about their experiences through Google reviews with star reviews. Consumer dissatisfaction is known for various things such as price, promotion, and also brand image. The research population that will be used in the study are all consumers who make purchases at Cinema XXI, the number of which is not known with certainty. Because the population is unknown, the sampling technique used is the Lemeshow formula, and 96 research samples were obtained. The sampling technique used, namely accidental sampling where respondents will be randomly selected into research samples. The results showed that partially or simultaneously, Price, Promotion, and Brand Image have a significant effect on Customer Satisfaction at Cinema XXI in Medan.