PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI TOKO BERLIAN INDAH DI KOTA SAMARINDA

Abstract

This research aims to determine and analyze the influence of service quality which includes physical evidence, reliability, responsiveness, guarantee and empathy on customer satisfaction at the Berlian Indah Shop in Samarinda City. The theoretical basis used in this research includes service quality on customer satisfaction.

This research was conducted on visitors to the Berlian Indah Shop, the research population used the unknown population category and the sample taken was 99 respondents using the Non Probability Sampling method with a sampling technique using purposive sampling. Data collection was carried out by distributing questionnaires from Google Form using a Linkert scale to measure each indicator.

The results of this research show that 1) Physical Evidence has a significant effect on customer satisfaction. This means that the better the physical evidence displayed, the greater the customer satisfaction Berlian Indah Store will increase. 2) Reliability has a significant effect on customer satisfaction. This means that the better the reliability of the service provided, the more customer satisfaction will increase, which will support the organizational goals of Berlian Indah Store. 3) Responsiveness influences customer satisfaction at the Berlian Indah Store. This means that the higher the responsiveness provided, the greater the customer satisfaction of Toko Berlian Indah will increase.