Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan (Studi pada Bengkel Toyota Auto 2000 Gatot Subroto Medan)

Abstract

This research was based the existence of complaints or customer dissatisfaction over the services provided Toyota Auto 2000 Gatot Subroto Workshop Medan. Complaints should be addressed properly by the parties Toyota Auto 2000 Gatot Subroto Workshop Medan, because if not addressed properly, then the customer will tell a disappointing experience to others, so that will worsen the image and the existence of the workshop. Complaints can be minimized by taking the necessary steps, so customers will feel satisfied with the services and support provided by the workshop. Customer satisfaction in the long term to create customer loyalty towards Toyota Auto 2000 Gatot Subroto Workshop Medan. The formulation of the problem in this research is how the effect of service quality on customer satisfaction at Toyota Auto 2000 Gatot Subroto Workshop Medan. And The purpose of this study was to analyze the impact of service quality towards customer satisfaction at Toyota Auto 2000 Gatot Subroto Workshop Medan. This research was conducted by shared the questionnaires to 96 customer Toyota Auto 2000 Gatot Subroto Workshop Medan. Then performed an analysis of data obtained in the form of quantitative analysis. A quantitative analysis include validity and reliability test, the classic assumption test, simple regression analysis, t test, and coefficient of determination (R²). The results showed that the coefficient of determination shown in the R Square of 0.492, which means that customer satisfaction can be explained by the five independent variables in this research that tangibles, reliability, responsiveness, assurance and empathy is 49,2%. The remaining can be explained by other variables outside of the five variables used in this study. Partially based on the results of t test, show the value 0,000 which is smaller than 0,05 that means service quality variables in this study has positive and significant influence on customer satisfaction.