PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN LETTISIA GIANTI SALON & BRIDAL DI KOTA JAMBI

Yetri Novita Sari, Yetri Novita Sari (2022) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN LETTISIA GIANTI SALON & BRIDAL DI KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Yetri Novita Sari/ 1800861201226/ “The Influence of Service Quality On Consumer Satisfaction Lettisia Gianti Salon & Bridal in Jambi City” /Management study Program, Batanghari University in academic year 2021- 2022. 1 st Advisor Mr. Ahmad Tarmizi, S.E., M.M and 2 nd Advisor Mrs. Hj. Susilawati S.E.,M.Si. The number of salons that have sprung up at this time, such as salons that launch products and services with various kinds of competition in the form of services for similar businesses that existed before. Service quality is said to be good and satisfying if the company can provide services beyond consumer expectations, if the services provided are lower than consumer expectations, then the company's service quality is considered poor. Satisfaction or dissatisfaction is a person's feeling of pleasure or disappointment that comes from the comparison between his impression of the real / actual product performance and the expected product performance The purpose of this study follows : To find out the Service Quality and Satisfaction of Lettisia Gianti Salon & Bridal in Jambi city (Jl. MH Thamrin, Beringin, Kec. Ps. Jambi), to determine the influence of service quality on consumer satisfaction of Lettisia Gianti Salon & Bridal in Jambi City (Jl. MH Thamrin, Beringin, Kec.Ps. Jambi). The research method used is a quantitive research method. The object of research is Consumer of Lettisia Gianti Salon & Bridal in Jambi City. Based on the results of the simple linear regression test, the regression equation model obtained Y = 2,875 + 0,183 X. Obtained the value of the correlation coefficient (R) of the independent variable is 0,176. This value indicates that the relationship between Service Quality on Consumer Satisfaction Lettisia Gianti Salon & Bridal in Jambi City is 0.176. While the coefficient of determination (R ) is 0,310, it means that the variation in Y chenges is influenced by changes in X of 31%. Based on the results of the coefficient of determination or R square (R can be seen that 0.310 this number states that the E-Service Quality (X) variable on the Traveloka User Satisfaction (Y) variable is 31% and the remaining 69% was influenced by other factors outside of this study. The results obtained based on the results of the t test on the regression model, it is known that the t value of 1.769 is greater than ttable value of 1.661 with a significance value of 0,00 < 0.05. it can be concluded that service quality has a positive and significant influence on consumer satisfaction because the value of t count 2 > t and the significant value is less than 0.05 so Ho is rejected and H accepted. Keywords: Service Quality, Customer Satisfaction

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