Faktor-Faktor yang Mempengaruhi Kepuasan Konsumen pada Auto 2000 Gatot Subroto Jalan Gatot Subroto No 220 Medan

Abstract

The need for a car as a means of transportation is increasingly rising. The role of the car in helping job easier as well as human activity makes the public want to have a car. Automotive businesses not only have to sell the cars with the famous and expensive vrand, but companies also need to consider the factors that affect customer satisfaction. In the process of purchasing customers more cautious and have a higher consideration. The purpose of the research is : Find out how quality of service, product value, brand associations and consumer confidence in Auto 2000 Gatot Subroto. Knowing what are the factors that influence consumer satisfaction Auto 2000 Gatot Subroto Medan. The benefits of this research are expected to add information about whether the most dominant factor in attracting the consumer’s decision to buy the product as well as improving other factors that influence the purchase decision. Forms of research used in this study is associative research with quantitative approach, the method of sample is accidental sampling method. This research was comducted at Auto 2000 Gatot Subroto located in Gatot Subroto street No.220 Medan. Data collection techniques used were questionnaires. Since the population of more than 100 people then take only 10% of the 399 people that is 40 people. The data analysis technique used is descriptive analysis and inferential analysis consisting of product moment correlation coefficient, the classic assumption test, and multiple linear regression analysis. Inferential analysis is used to test the research hypotheses and construct generalizations. So the conclusion from the research of the study showed that there is a positive effect between the factors that affect customer satisfaction. This is supported by the results of the acquisition r count is greater than r table with α = 5% is 0.8663 > 0.312. The most dominant factor is influencing customer satisfaction is the brand association is at the level of a strong relationship is r = 0.686. Based on the determination coefficient means that the influence of the variable (x) factors that influence the (existing service quality, product value, brand association and trust) to customer satisfaction is equal to 75.04757%. And the rest of 24.95243% customer satisfaction is influenced by the other variables that are not included in the study.