PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN BERBELANJA PADA RITEL INFORMA DI BIG MALL KOTA SAMARINDA

Abstract

The study aims to determine the effect of service quality, which includes reliability, responsiveness, assurance, empathy and tangibles, partially and simultaneously on customer satisfaction shopping at Informa retail in Samarinda city.

The basic theories used is marketing management, service quality and customer satisfaction. This research was conducted on customers who shop at Bigmall Informa retail in the city of Samarinda. The population in this study is unknown, and the sample used is 100 respondents; the sampling method uses non-probability sampling with an accidental sampling technique.

Questionnaires were distributed online by sending Google Forms to retail customers of Informa at Bigmall City of Samarinda. The analytical tool used in this study is multiple linear regression.

Results of the study stated that the partial test of reliability, responsiveness and physical evidence had a significant effect on customer satisfaction while the assurance and empathy variables did not have a significant effect on customer satisfaction shopping at informa retail in Samarinda bigmall and on the f test simultaneously or together - service quality variables which include reliability, responsiveness, assurance, empathy and physical evidence have a significant effect on customer satisfaction of shopping at informa retail in the bigmall city of Samarinda.