YONATHAN, WIDIYANTO PRATAMA (2026) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN PEMBELIAN ULANG DI PT AUTORENT LANCAR SEJAHTERA MENGGUNAKAN METODE STRUCTURAL EQUATION MODELING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of service quality on customer satisfaction and its impact on repurchases at PT Autorent Lancar Sejahtera. The research uses a quantitative approach with a survey method of corporate customers. The data were analyzed using Structural Equation Modeling. The test results showed that the quality of service had a positive and significant effect on customer satisfaction with a line coefficient value of 0.714 and a t-statistical value of 8.362 (> 1.96). Customer satisfaction was also proven to have a positive effect on repurchases with a coefficient of 0.368 and a t-statistic of 2.371. In addition, the quality of service has a direct influence on repurchases with a coefficient of 0.470. The R-square value of customer satisfaction of 0.510 indicates that the quality of service is able to explain 51% of the variation in customer satisfaction. The results of the descriptive statistical analysis showed that the quality of service was in the good category with a mean value of 4.12. However, the X1 indicator has the lowest average value compared to other indicators, so it needs to be prioritized in efforts to improve services. These findings confirm that continuous improvement of service quality plays an important role in increasing customer satisfaction and encouraging repurchases. Keywords : Service Quality, Customer Satisfaction, Repurchases, Structural Equation Modeling, Vehicle Rental Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap kepuasan pelanggan serta dampaknya terhadap pembelian ulang pada PT Autorent Lancar Sejahtera. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap pelanggan perusahaan. Data dianalisis menggunakan Structural Equation Modeling. Hasil pengujian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan nilai koefisien jalur sebesar 0,714 dan nilai t-statistic sebesar 8,362 (> 1,96). Kepuasan pelanggan juga terbukti berpengaruh positif terhadap pembelian ulang dengan koefisien sebesar 0,368 dan t-statistic sebesar 2,371. Selain itu, kualitas pelayanan memiliki pengaruh langsung terhadap pembelian ulang dengan koefisien sebesar 0,470. Nilai R-square kepuasan pelanggan sebesar 0,510 menunjukkan bahwa kualitas pelayanan mampu menjelaskan 51% variasi kepuasan pelanggan. Hasil analisis statistik deskriptif menunjukkan bahwa kualitas pelayanan berada pada kategori baik dengan nilai mean sebesar 4,12. Namun, indikator X1 memiliki nilai rata-rata terendah dibandingkan indikator lainnya, sehingga perlu diprioritaskan dalam upaya perbaikan layanan. Temuan ini menegaskan bahwa peningkatan kualitas pelayanan secara berkelanjutan berperan penting dalam meningkatkan kepuasan pelanggan dan mendorong pembelian ulang. Kata Kunci : Kualitas Pelayanan, Kepuasan Pelanggan, Pembelian Ulang, Structural Equation Modeling, Penyewaan Kendaraan
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