Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen Pengguna Jasa Transportasi (Studi Kasus Pada PO. Sumatera Transport Jurusan Medan Kabanjahe)

Abstract

Quality of service is an effort to fulfill the needs and desires of consumers and delivery accuracy in balancing consumer expectations. Consumer satisfaction is a condition in which the needs, desires, and consumer expectations can be met through the products consumed. Improved quality of service is the most appropriate way to increase customer satisfaction with the products offered. The formulation of the problem in this research are: 1) What is the quality of service in the PO. Transport Sumatra ?, 2) How consumer satisfaction at PO. Transport Sumatra? 3) How does the quality of service to customer satisfaction PO service users. Transport Sumatra? The research approach used in this study is the quantitative approach. Methods of data collection is done with interviews, questionnaires, observation and literature study. The authors took a sample of 100 respondents and 11 people to interview than 2100 population using the formula Slovin. Model data analysis using simple linear regression with SPSS. The results showed that the quality of service in the PO. Silk into either category of average respondents in an interview with the value (3.7) which is in the interval (3.00 to 4.19). The quality of these services already meet service quality indicators include physical evidence (3.7), reliability (3.6), responsiveness (3.8), the guarantee (3.4) and empathy (4.0). Research also shows that consumer satisfaction at PO. Silk fall into either category. It is seen from the average of respondents who answered satisfied with the indicators of the questions asked, the requirement (3.7) desire (3.7) and expectations (3.8) .Berdasarkan data processing, each average value respondents was 3.8 in the interval from 3.00 to 4.19 (both states). The study also showed that service quality has a significant influence on consumer satisfaction with the significant value of 0.04. In addition the value of R-Square is 0.767 or 76.7%. It is clear that the variation of the independent variables are able to explain the variation of the dependent variable at 76.7% and the remaining 23.3% is explained by other factors that are not included in this study.