ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN PENDEKATAN SERVICE QUALITY PADA MINIMARKET XYZ

ROSADI, IRFAN (2018) ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN PENDEKATAN SERVICE QUALITY PADA MINIMARKET XYZ. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Berdasarkan wawancara terhadap 60 konsumen, diketahui bahwa kualitas pelayanan minimarket XYZ tidak memuaskan. Untuk itu perlu diketahui apakah terdapat pengaruh antara Kualitas pelayanan meliputi dimensi tangible, dimensi reliability, dimensi responsiveness, dimensi assurance dan dimensi emphaty terhadap kepuasan pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh dimensi kualitas pelayanan terhadap kepuasan pelanggan pada minimarket XYZ. Penelitian ini menggunakan pendekatan service quality (SERVQUAL) dengan penyebaran kuesioner tertutup terhadap konsumen minimarket XYZ sebanyak 80 responden. Metode analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian ini menunjukan, secara bersama-sama dimensi tangible, dimensi reliability, dimensi responsiveness, dimensi assurance dan dimensi emphaty menunjukan hasil nilai signifikan sebesar 0,000 < 0,05 dan nilai F hitung sebesar 81,044 > F tabel sebesar 2,34 maka dapat dikatakan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara parsial dimensi tangible memiliki nilai Sig. 0,001 < 0,05 dan nilai nilai t hitung 3,377 > t tabel 1,993, sehingga dapat katakana dimensi tangible berpengaruh positif dan signifikan terhadap kepuasan pelanggan minimarket XYZ. Secara parsial Dimensi reability memiliki nilai Sig. 0,133 > 0,05 dan nilai nilai t hitung 1,521 < t tabel 1,993 sehingga dapat disimpulkan dimensi reability tidak berpengaruh terhadap kepuasan pelanggan. Secara parsial dimensi responsiveness memiliki nilai Sig. 0,129 > 0,05 dan nilai nilai t hitung 1,536 < t tabel 1,993 sehingga dapat dikatakan dimensi responsiveness tidak berpengaruh terhadap kepuasan pelanggan. Secara parsial dimensi assurance memiliki nilai Sig. 0,002 < 0.05 dan nilai nilai t hitung 3,176 > t tabel 1,993 sehingga dapat dikatakan dimensi assurance berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara parsial Dimensi emphaty memiliki nilai Sig. 0,001 < 0,05 dan nilai nilai t hitung 3,382 > t tabel 1,993 sehingga dapat dikatakan dimensi emphaty berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kata kunci : Kualitas Pelayanan, Kepuasan Pelanggan dan Analisis Regresi ABSTRACT Based on the interview against the 60 consumers, it is known that the service quality a minimart XYZ is not satisfactory. For that I need to know whether there is influence between service quality include tangible dimensions, dimension reliability, responsiveness, assurance dimension dimensions and dimension emphaty towards customer satisfaction. This research aims to know the influence dimensions of service quality on customer satisfaction toward minimart XYZ. This research use approach to service quality (SERVQUAL) and dissemination of the questionnaire covered consumer minimart XYZ as much as 80 respondents. Methods of analysis used was multiple linear regression analysis. The results of this study indicate, together tangible dimensions, dimension reliability, responsiveness, assurance dimension dimension and dimension value results showed significant emphaty of 0.000 < 0.05 and the value of F count of 81.044 > F table of 2.34 then it can be said to be a significant and positive effect toward customer satisfaction. In partial dimensions of tangible value for Sig. 0.001 < 0.05 and value the value t calculate 3.377 > 1.993 table t, so can effect positive tangible dimension of katakana and significantly to customer satisfaction minimart XYZ. In partial Dimensions reability has value Sig. 0.133 > 0.05 and value the value t calculate 1.521 < t 1.993 table so it can be inferred the dimensions of reability not effect on customer satisfaction. In partial dimensions responsiveness has the value of Sig 0.129. > 0.05 and value the value t calculate 1.536 t 1.993 table so < It can be said the dimension of responsiveness does not affect customer satisfaction. In partial dimensions have the value assurance Sig. 0.002 < 0.05 and value the value t calculate 3.176 > t table so that we can say 1.993 dimensions assurance influential positively and significantly to customer satisfaction. In partial Dimensions emphaty has value Sig. 0.001 < 0.05 and value the value t calculate 3.382 > t table so that we can say 1.993 emphaty influential dimension positively and significantly to customer satisfaction. Keywords : service quality, customer satisfaction and Regression Analysis

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