Analisis Pengaruh Kualitas Pelayanan, Kelengkapan Produk Terhadap Kepuasan Konsumen Eramart Samarinda (Studi Kasus di Eramart Lembuswana Samarinda Ulu)

Abstract

TERISIA LIA KATA RINA, “Analysis of the Effect of Service Quality, Product Completeness on Consumer Satisfaction at Eramart Samarinda (Case Study at Eramart Lembuswana Samarinda Ulu)”, under the guidance of Mr. Eddy Soegiarto as supervisor I and Mrs. Zilfana supervisor II.

Indonesia's economic development in the retail sector is increasing. The more shopping centers that are established, the competition between shopping centers is getting tougher. The tight competition between shopping centers has forced retail entrepreneurs to seek various appropriate marketing strategies. Good service quality and the more complete the products provided will create customer satisfaction. The purpose of this study was to determine the effect of service quality and product completeness on consumer satisfaction at Eramart Lembuswana Samarinda Ulu. The analysis technique used is the multiple linear analysis method and instrument test, in the form of validity, reliability, and classical assumption tests in the form of normality test, multicollinearity test, and heteroscedasticity test. As well as testing the hypothesis using the t test, and f test. The results of the study using a partial significant test (t test) showed that service quality had a significant effect on customer satisfaction with a t count value of 7,852 > t table 1,661 and a sig value. of 0.000 <0.05 and that the completeness of the product has a significant effect on consumer satisfaction with a t value of 1,909> t table 1.661 and a sig value. of 0.000 < 0.05