PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA CETROO COFFEE SAMARINDA

Abstract

The purpose of this study was to determine and analyze: 1) The effect of physical evidence on customer satisfaction at Cetroo Coffee Samarinda. 2) The effect of reliability on customer satisfaction at Cetroo Coffee Samarinda. 3) The effect of responsiveness on customer satisfaction at Cetroo Coffee Samarinda. 4) The effect of guarantees on customer satisfaction at Cetroo Coffee Samarinda. 5) The effect of empathy on customer satisfaction at Cetroo Coffee Samarinda. 6) The effect of physical evidence, reliability, responsiveness, assurance and empathy together on customer satisfaction at Cetroo Coffee Samarinda.

This research was conducted only on Cetroo Coffee Samarinda customers. Samples were taken as many as 96 respondents with the Non Probability Sampling method with Purposive Sampling sampling technique. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this study uses multiple linear regression analysis.

The results of the study show that 1) the tangible  variable has a significant positive effect on customer satisfaction. 2) The reliability variable has a significant positive effect on customer satisfaction. 3) Responsiveness variable has a significant positive effect on customer satisfaction. 4) Guarantee variable has a significant positive effect on customer satisfaction. 5) The empathy variable has a significant positive effect on customer satisfaction. 6) The variables of physical evidence, reliability, responsiveness, assurance and empathy simultaneously have a significant positive effect on customer satisfaction.