KUALITAS PELAYANAN DAN KEPUASAN KONSUMEN PADA SALON MEMEY DI SANGATTA

Abstract

Yanti, Service Quality and Customer Satisfaction At Salon Memey In Sangatta. Under the guidance of Mr. H. Eddy Soegiarto K, and Mr. Adi Suroso. The purpose of this study was to determine the effect of service quality on customer satisfaction in Salon Memey in Sangatta by using multiple regression analysis. The formulation of this research is "What is the quality of service consisting of tangibles, reliability, responsiveness, assurance and empathy affects customer satisfaction at the Salon Memey in Sangatta," with the hypothesis there is positive and significant correlation between physical evidence, reliability, responsiveness , assurance, and empathy for customer satisfaction in the Salon Memey in Sangatta.

The method used in this study by way of tabulating the results of a questionnaire based on the Likert scale. The population used in this study were 30 respondents and the results obtained by using multiple regression analysis. Results of research addressing that Memey Salon customers on average are all female, this may result from the deployment of questionnaires throughout the study. Based on the results of multiple regression analysis that has been calculated show calculated F value of 12.439 is greater than F table = 2.78, since F count> F table then Ho is rejected and Ha accepted. By using the 0.05 limit. Then the hypothesis that simultaneous variable physical evidence, reliability, responsiveness, assurance, and empathy significant effect on customer satisfaction.

Based on the results of the coefficient of determination the relationship between the variables of physical evidence, reliability, responsiveness, assurance, and empathy, have the effect of 72.2% on customer satisfaction. While 27.8% is influenced by other variables outside the research. Through calculations that have been done Coefficients obtained value of 0.935 and t value of 4.395 with a significance level of 0.000 the result is less than 0.05, thus Ha Ho accepted and rejected. This test is statistically proven that physical evidence of the dominant influence on customer satisfaction and the results are consistent with the hypothesis is accepted