PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN AKIA TRANS TOUR TRAVEL LAMPUNG

This study is motivated by the intense competition in the travel service industry in Lampung, which requires companies such as Akia Trans Tour & Travel to effectively manage service quality, price, and promotion in order to achieve optimal customer satisfaction. The research aims to analyze the individual and simultaneous effects of these three variables on customer satisfaction at Akia Trans Tour & Travel Lampung Branch. A quantitative survey approach was employed; primary data were collected through questionnaires distributed via Google Forms to 160 service users and analyzed using multiple linear regression with SPSS, supported by secondary data obtained from interviews with the company owner. The results indicate that service quality, price, and promotion each have a positive and significant effect on customer satisfaction, with a significance value of 0.000 for all variables and an Adjusted R² of 0.622. It is concluded that integrated improvements in digital-based service quality, competitive pricing, and effective promotional strategies are crucial to enhancing customer satisfaction and loyalty at Akia Trans in Lampung.