PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGAN JASA TRANSPORTASI ONLINE MAXIM KOTA KUPANG)

Abstract

This study aims to find out and analyze how customer perceptions of tangibility, empathy, responsiveness, reliability, assurance and customer satisfaction, how partially and simultaneously influence tangibility, empathy, responsiveness, reliability and assurance on customer satisfaction. This study uses tangibility, empathy, responsiveness, reliability and assurance as the independent variables and customer satisfaction as the dependent variable.

The number of samples is 100 respondents, the sampling technique used is purposive sampling. Data collection was carried out using questionnaires, interviews and  literature studies. The data analysis technique used is descriptive quantitative, multiple linear regression analysis and hypothesis testing through the t test and f test, using the IBM SPSS V 26 application.

            The results of the descriptive analysis show that respondents gave very high perceptions of Tangibel and Reability, while respondents gave high perceptions of Empathy, Responsiveness and Assurance. From the results of multiple linear regression analysis, the equation is obtained: Y = 4.907 + 3.217 X1 – 616 X2 + 0.925 X3 + 2.125 X4 + 0.357 X5, the results of the t test show that partially Tangible and Reability have a significant effect on customer satisfaction and partially Empathy, Responsiveness and Assurance has no significant effect on customer satisfaction. The results of the f test show that tangibility, empathy, responsiveness, reliability and assurance simultaneously have a significant effect on customer satisfaction. based on the adjusted R Sqaure coefficient value Tangible variable (X1), empathy (X2), Responsiveness (X3), Reliability (X4), Assurance (X5) to the Customer Satisfaction variable (Y) of 0.696 or 69%. This shows that the contributions made by the independent variables, namely Tangibility (X1), Empathy (X2), Responsiveness (X3), Reliability (X4), Assurance (X5) are 69% while the rest (100% -69% = 31% ) is influenced by other variables besides the service quality variable, namely the dimensions of Tangibility (X1), empathy (X2), Responsiveness (X3), Reliability (X4), and Assurance (X5)