Pengaruh Dimensi Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pengguna Telkomsel di Grapari Graha Merah Putih Medan

Abstract

The aim of this research is to determine and analyze the influence of service quality dimensions on customer satisfaction at Grapari Graha Merah Putih Medan. The population in the study were Telkomsel customers who came to Grapari Graha Merah Putih Medan. The sample used in this research was 100 respondents. The research method used is an associative approach method, which aims to connect two or more variables. The data collection technique in this research uses a questionnaire or questionnaire technique. Data analysis techniques use descriptive analysis and multiple linear regression analysis. Data processing in research uses SPSS 26. Based on partial research results, it shows that Service Quality has a positive and significant effect on Patient Satisfaction, Price has a negative and significant effect on Patient Satisfaction. Based on the Simultaneous Test (F), the variables Tangible, Reliability, Empathy, Responsiveness and Assurance simultaneously have a significant effect on Telkomsel customer satisfaction at Grapari Graha Merah Putih Medan. Based on partial research results, Tangible has a significant positive effect on customer satisfaction, Reliability has an insignificant positive effect on customer satisfaction, Empathy has a significant positive effect on customer satisfaction. Responsiveness has a positive and insignificant effect on customer satisfaction. Assurance has a significant positive effect on customer satisfaction. And based on the results of the coefficient of determination test, the independent variable is able to explain or influence the dependent variable by 76.4%, and the rest is influenced by other variables.