PENGARUH DIGITAL MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN RINVITATION.ID

Abstract

This study aims to analyze the influence of digital marketing and service quality on customer satisfaction at Rinvitation.id. The research uses a quantitative approach with survey methods and data analysis using SPSS. The population in this study were customers of Rinvitation.id, with a total sample of 100 respondents. The data were tested using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficient of determination (R²). The results showed that digital marketing (X1) and service quality (X2) had a significant effect both partially and simultaneously on customer satisfaction (Y). The contribution of the two independent variables to customer satisfaction was 62.3%, while the remaining 37.7% was influenced by other factors not examined. Thus, digital marketing and service quality are proven to play an important role in increasing customer satisfaction at Rinvitation.id.