PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SERVIS BENGKEL PADA PT. AGUNG TOYOTA SIPIN KOTA JAMBI

Azhari Yandha Siregar, 1600861201102 (2023) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SERVIS BENGKEL PADA PT. AGUNG TOYOTA SIPIN KOTA JAMBI. skripsi thesis, Universitas Batanghari Jambi.

Text (PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SERVIS BENGKEL PADA PT. AGUNG TOYOTA SIPIN KOTA JAMBI) 1600861201102-Azhari Yandha Siregar-.pdf - Published Version Download (2MB)

Abstract

ABSTRACT Azhari Yandha Siregar / 1800861201102 / Economic Management / The Influence of Service Quality on Consumer Satisfaction Service Workshop at PT. Agung Toyota Sipin Jambi City / 1st Advisor Dr. Ahmad Firdaus, SE, M.M / 2st Advisor Pupu Sopini, SE, M.M. PT. Agung Toyota Sipin Jambi City is one of the well-known companies in the field of car sales and service. The scope of this company also includes the export of sugar, leather, perfume, seaweed, rubber and others. Based on data on the number of consumers, it shows an average increase of 12.59% from 2017-2021. PT. Toyota Agung Sipin Jambi City is part of PT. Agung Concern Group was founded on July 20, 1954 by the late Samuel Pandjaitan Nasution with several colleagues namely; Donar Efendi Nasution, Musa Pandjaitan, Marieke Tambunan, Respond Silaen. This study aims to determine the effect of reliability, assurance, direct evidence, empathy and responsiveness partially and simultaneously on customer satisfaction at PT. Agung Toyota Sipin Jambi City. The object of this analysis is PT. Agung Toyota Sipin Jambi City. The sample used in this research is 100 consumers. The method used is descriptive analysis method with the independent variables Reliability, Assurance, Direct Evidence, Empathy and Responsiveness while the binding variable is Consumer Satisfaction. The analytical tool used in this research is multiple linear analysis, classic assumption test which consists of normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test and hypothesis test (f test and t test). Based on the calculation results of SPSS version 22, a correlation was obtained between the Reliability variable (X1) of 0.088, Assurance (X2) of 0.252, Direct Evidence (X3) of 0.121, Empathy (X4) of 0.168 and Responsiveness variable (X5) of 0.284 on Consumer Satisfaction ( Y), meaning that there is a positive influence between the variables Reliability, Assurance, Direct Evidence, Empathy, Responsiveness to Consumer Satisfaction and there is a strong relationship between the independent variables and the dependent variable of 58.8%. The conclusions of this study indicate that Reliability, Assurance, Direct Evidence, Empathy, Responsiveness simultaneously have a significant effect on customer satisfaction, partially Reliability, Direct Evidence, Empathy, Responsiveness have a significant effect on customer satisfaction. Keywords: Reliability, Assurance, Direct Evidence, Empathy, Responsiveness, Consumer Satisfaction.

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