PENGARUH DIMENSI KUALITAS PELAYANAN JASA TERHADAP KEPUASAN PELANGGAN PADA BENGKEL AHASS MOJOPAHIT II 01466

TARA MUSTIKA SARI, TARA MUSTIKA SARI (2019) PENGARUH DIMENSI KUALITAS PELAYANAN JASA TERHADAP KEPUASAN PELANGGAN PADA BENGKEL AHASS MOJOPAHIT II 01466. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Sari, Tara Mustika. 2018. The Influence of Service Quality Dimensions on Customer Satisfaction in AHASS Mojopahit II 01466. Thesis / final project, Marketing Management Study Program, Faculty of Economics, Universitas Islam Majapahit (UNIM). Lecturer I : Budi Utami, SE.,MM Lecturer II: M. Syamsul H., SE.,MM One strategy that can be used by companies is to carry out marketing activities that are oriented to customer satisfaction. Customer satisfaction is a key aspect of staying in business and winning competition. If performance is below expectations, customers are not satisfied. If performance meets expectations, customers are satisfied. If performance exceeds expectations, customers are very very satisfied or happy. This study aims to determine the dimensions of service quality influence simultaneously and partially on customer satisfaction in the Ahass Mojopahit II 01466, and to determine the dimensions of service quality (tangible, reliability, responsiveness, assurance, and emphaty) that predominantly influence customer satisfaction Ahass Mojopahit II 01466. The type of research in this thesis is a descriptive study with a quantitative approach, using primary data obtained by distributing respondents' questionnaires, namely customers who service motorbikes in Ahaas Mojopahit II 01466 Mojokerto. The sample in this study is 72 customers of Ahass Mojopahit II service customers in Mojokerto. Data analysis is done by quantitative methods. The results of the study are seen from the R² value of 0.059 which means that the effect of service quality dimensions on customer satisfaction Ahass Mojopahit II 01466 is 55.9%. Based on the F test the sig probability value is 0.00 <0.05 which means that together the dimensions of service quality dimensions have a significant effect on customer satisfaction Ahass Mojopahit II 01466. In t test, service quality dimension variable (tangibility, reliability, responsiveness , Assurance, and Emphaty) have a partial effect on customer satisfaction Ahass Mojopahit II workshop 01466, while the reliability variable has the biggest influence (dominant) compared to other variables of 27.9%. Keyword : Tangibles, reliability, responsiveness, assurances, emphaty, customer satisfaction

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