PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PRODUK YEH BULELENG SINGARAJA

Abstract

Penelitian ini bertujuan untuk mengetahui (1) besarnya pengaruh simultan tangible, reliability, responsivenes, assurance, dan empaty terhadap kepuasan pelanggan, (2) besarnya pengaruh parsial tangible, reliability, responsivenes, assurance, dan empaty terhadap kepuasan pelanggan. Jenis penelitian ini termasuk penelitian kausal. Metode pengumpulan data yang akan dilaksanakan adalah metode kuesioner. Subyek penelitian adalah Perusahaan “Yeh Buleleng” Singaraja, sedangkan obyek penelitian ini adalah tangible, reliability, assurance, responsiveness, empaty dan kepuasan pelanggan. Jenis data yang digunakan adalah data primer. Di analisis dengan menggunakan regresi linier berganda. Dari hasil uji asumsi klasik, penelitian ini telah memenuhi syarat untuk menjadi model regresi karena data telah terdistribusi secara normal, tidak terjadi multikolinearitas, normalitas, dan tidak ada gejala heteroskedastisitas. Hasil penelitian ini menunjukkan bahwa (1) Ada pengaruh dimensi kualitas pelayanan yang meliputi tangible, reliability, responsivenes, assurance, dan empaty secara simultan terhadap kepuasan pelanggan, (2) Ada pengaruh dimensi kualitas pelayanan yang meliputi tangible, reliability, responsivenes, assurance, dan empaty secara parsial terhadap kepuasan pelanggan.
Kata Kunci : kualitas pelayanan, kepuasan pelanggan

This study aims to determine (1) the magnitude of the effect of simultaneous tangible, reliability, responsiveness, assurance, and empathy towards customer satisfaction, (2) the magnitude of the partial effect tangible, reliability, responsiveness, assurance, and empathy towards customer satisfaction. This study is causal research. Data collection methods will be implemented is a questionnaire method. Subjects were Company "Yeh Buleleng" Singaraja, while the object of this study is tangible, reliability, assurance, responsiveness, empathy and customer satisfaction. The data used is primary data. In an analysis using multiple linear regression. From the results of the classical assumption, this study has been qualified to be a regression model because the data was normally distributed, does not occur multicollinearity, normality, and no symptoms of heteroscedasticity. The results of this study show that (1) There is an effect of service quality dimensions that include tangible, reliability, responsiveness, assurance, and empathy simultaneously to customer satisfaction, (2) There is an effect of service quality dimensions that include tangible, reliability, responsiveness, assurance, and empaty partially on customer satisfaction.
keyword : Service quality, customer satisfaction