Kualitas Layanan terhadap Kepuasan Pelanggan pada Salon Pricilia Desa Tanggul Kulon Kecamatan Tanggul Jember

Laily, Laily Putri Cahya Ningrum (2020) Kualitas Layanan terhadap Kepuasan Pelanggan pada Salon Pricilia Desa Tanggul Kulon Kecamatan Tanggul Jember. Undergraduate thesis, Universitas Muhammadiyah Jember.

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Abstract

Perumusan masalah dalam penelitian ini adalah bagaimana pengaruh bukti fisik, keandalan, daya tanggap, jaminan, dan empati terhadap kepuasan pelanggan Salon Pricilia. Tujuan penelitian adalah untuk mengetahui dan menganalisis pengaruh bukti fisik, keandalan, daya tanggap, jaminan, dan empati terhadap kepuasan pelanggan secara parsial. Teori yang dipakai pada penelitian ini adalah teori manajemen pemasaran, teori kualitas pelayanan, dan teori kepuasan pelanggan. Penelitian dilakukan pada pelanggan Salon Pricilia. Jenis penelitian deskriptif kuantitatif dengan menggunakan metode purposive sampling dengan sampel 82 orang responden. Adapun sifat dari penelitian adalah penjelasan (explanatory). Alat uji yang digunakan adalah regresi linier berganda, dengan perangkat lunak SPSS versi 20.00. Hasil Uji t menunjukkan bahwa bukti fisik (0,003), keandalan (0,006), daya tanggap (0,001), jaminan (0,000), dan empati (0,002) berpengaruh signifikan terhadap kepuasan pelanggan secara parsial. Uji regresi menunjukkan bahwa bukti fisik (0,155), keandalan (0,195), daya tanggap (0,189), jaminan (0,220), dan empati (0,210) berpengaruh positif terhadap kepuasan pelanggan dan uji koefisien determinasi sebesar 93,7% kepuasan pelanggan dipengaruhi oleh bukti fisik, keandalan, daya tanggap, jaminan, dan empati sedangkan 6,3% sisanya dipengaruhi variable lain di luar penelitian. Kata Kunci: bukti fisik, keandalan, daya tanggap, jaminan, empati, dan kepuasan pelanggan ABSTRACT The formulation of the problem in this study is how the influence of physical evidence, reliability, responsiveness, assurance, and empathy to the customer satisfaction of Salon Pricilia. The purpose of this research is to find out and analyze the influence of physical evidence, reliability, responsiveness, assurance, and empathy to customer satisfaction partially. The theory used in this research is marketing management theory, service quality theory, and customer satisfaction theory. The study was conducted on Pricilia Salon customers. This type of quantitative descriptive research using purposive sampling method with a sample of 82 respondents. The nature of the research is explanatory. The test instrument used was multiple linear regression, with SPSS software version 20.00. T Test results show that physical evidence (0.003), reliability (0.006), responsiveness (0.001), guarantee (0,000), and empathy (0.002) have a significant effect on customer satisfaction partially. Regression test shows that physical evidence (0.155), reliability (0.195), responsiveness (0.189), guarantee (0.220), and empathy (0.210) have a positive effect on customer satisfaction and the coefficient of determination test of 93.7% customer satisfaction is influenced by evidence physical, reliability, responsiveness, assurance, and empathy while the remaining 6.3% is influenced by other variables outside the study. Keywords: physical evidence, reliability, responsiveness, assurance, empathy, and customer satisfaction

Item Type:

Thesis (Undergraduate)

Uncontrolled Keywords:

bukti fisik, keandalan, daya tanggap, jaminan, empati, dan kepuasan pelanggan

Subjects:

600 Technology and Applied Science > 650 Business > 658 General Management

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Laily Putri Cahya Ningrum