PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGA JASA BENGKEL CV MUTIARA TIMOR STAR KOTA KUPANG)

Abstract

The main problem in this research is whether there is an influence of service quality on customer satisfaction, while the aim of this research is to explain and prove the influence of service quality, which consists of tangibility, reliability, responsiveness, assurance and empathy, partially and simultaneously on customer satisfaction. The object of this research is customers of CV Mutiara Timor Star workshop services. The variables studied are tangibility, reliability, responsiveness, assurance, empathy and customer satisfaction. The method used is a quantitative descriptive method. The population in this study were customers of CV Mutiara Timor Star workshop services. The sample was 95 respondents. Then analysis was carried out on the data obtained using multiple linear regression analysis. This analysis includes: multiple analysis tests, hypothesis testing via the f test and t test as well as analysis of the coefficient of determination (Adjusted r square).

Based on the research results, the regression equation is obtained: Y=5.465+0.460 X1+0.925 X2+0.234 X3+0.014 X4+0.744 Testing the hypothesis using the t test shows that the independent variables, namely tangibility, reliability and empathy, significantly influence the dependent variable customer satisfaction, while responsiveness and assurance do not significantly influence the dependent variable customer satisfaction. Through the f test, it can be seen that the independent variable is indeed suitable for testing the dependent variable of customer satisfaction. Adjust R Square figure of 0.602 or 60.2%; shows that 60.2% of the customer satisfaction variable is influenced by the independent variable in the regression equation. Meanwhile, the remaining 39.8% of customer satisfaction variables are influenced by other variables not discussed in this research.

Keywords: Service Quality and Customer Satisfaction.