PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

This study aims (1) to know and explain customer perceptions of Café Maidia Bajawa on the determinants of service quality (physical evidence, reliability, responsiveness, assurance and empathy) and customer satisfaction. (2) Test and explain the effect of physical evidence on customer satisfaction at Café Maidia Bajawa. (3) Test and explain the effect of reliability on customer satisfaction at Café Maidia Bajawa. (4) Test and explain the effect of responsiveness on customer satisfaction at Café Maidia Bajawa. (5) Test and explain the effect of guarantees on customer satisfaction at Café Maidia Bajawa. (6) Test and explain the effect of empathy on customer satisfaction at Café Maidia Bajawa. (7) Test and explain the effect of physical evidence, reliability, responsiveness, assurance, and empathy simultaneously on customer satisfaction at Café Maidia Bajawa. To achieve this goal, a sample of 97 respondents was selected from Café Maidia Bajawa customers. Data collection was carried out using questionnaires, interviews, literature and documentation. The data analysis technique used is descriptive analysis and multiple linear regression using SPSS V.22. The results of the descriptive analysis show that Physical Evidence is in the high category (4.20), Reliability is in the very high category (4.40), Responsiveness is in the very high category (4.33), Guarantee is in the very high category (4.37 ) Empathy is in the very high category (4.43) and customer satisfaction is in the very high category (4.28). Thus the sixth hypothesis in this study states that the variables of physical evidence, reliability, responsiveness, assurance, and empathy simultaneously have a significant effect on customer satisfaction. Based onadjust R  squer shows the contribution of physical evidence, reliability, responsiveness, assurance and empathy variables of 60.9% and the remaining 39.1% is influenced by other variables outside this study. It is recommended that Café Maidia Bajawa pay more attention to the average score of physical evidence variables which are still in the high category. For variables that are not significant, namely physical evidence and guarantees, it is suggested that the physical evidence system further improve its services and for guarantees so that employees can provide more good information and foster customer trust in the café. To find out these developments, it really depends on the frequency of implementation of employee knowledge improvement programs and periodic evaluations conducted through customer satisfaction surveys