ABSTRACT

CV. Kujang Marinas Utama Sukabumi is a private company that engages in

the sector of distribution for the products of food and beverages, cosmetics, and
other needs. The best-quality products from the best distributors, such as PT.
Unilever Indonesia,Tbk and PT. Mayora Indah,Tbk become the companys main
distribution targets as the entire products are able to consume and have various
options of items. The problem identified at CV. Kujang Marinas Utama was
customer satisfaction, especially in service quality given by the company which
was less optimum. The problem was predicted to be caused by promotion,
particularly in sales promotion; thus, another factor predicted was physical
distribution that often underwent delays, mainly in transportation.
The research was aimed at determining promotion and physical distribution
conducted by CV. Kujang Marinas Utama Sukabumi, determining customer
satisfaction toward the company, and determining the amount of influence of
Promotion and Physical Distribution toward Customer Satisfaction at CV. Kujang
Marinas Utama Sukabumi. The methods applied in the research were descriptive
and associative. The techniques of collecting data applied were observation,
interview, questionnaire, documentation, and literature review. The result of
analysis shows that the influence of promotion and physical distribution toward
customer satisfaction is amounted to 30,8%, while the remaining 69,2% is
amounted by other factors that are not included in the research.
Furthermore, it is acquired from the hypothesis test that F count is
amounted to 16.653, which is higher than F table amounted to 2.37 (16.653 >
2.07). It means that there is positive and significant influence toward the
dependent variable.

Key Words: Promotion, Physical Distribution, Customer Satisfaction