EFFECT OF QUALITY OF SERVICE ON CUSTOMER SATISFACTION ON GALAXY MART MANADO

Abstract

Retail business spread across the country is experiencing rapid development. This
development is due to retail customers who prefer to buy different items in one place. Of the
many marketing activities, supermarkets, mini markets and department stores compete to offer
a variety of shopping facilities ranging from services provided, discounts, payment options,
and other facilities to create a sense of satisfaction for customers in shopping. The main
problem in this research is "What Quality of Service Affects Galaxy Mart Customer
Satisfaction?". This study aims to determine whether the quality of service Galaxy Mart
influence on customer satisfaction. Talking about quality and customer satisfaction is
certainly closely related to marketing. The essence of marketing is to identify and meet the
needs and desires of consumers according to Kotler dan Keller (2016:27) “marketing is
meeting needs profitability” . Similar to retail, it can be understood as all activities involved in
the sale of goods or services directly to the end consumer for personal use rather than
business use.This research type is quantitative research with technique of data analysis by
using interval scale research instrument, validity and reliability test, simple linear regression
equation and hypothesis test. Based on the results of research the influence of Quality
Celebration is a variable that does not affect consumer satisfaction Galaxy Mart Supermarket.
Based on the results of research hypothesis testing research states that the hypothesis is
rejected because the influence of service quality has no effect on customer satisfaction. Then it
can be concluded that Service Quality does not significantly influence Customer Satisfaction
that if performance is below expectations, customer is not satisfied. If its performance meets
the expectations of satisfied customers. If performance exceeds expectations, customers are
very satisfied or happy. In this case the company should further improve the Quality of Service
to Customer Satisfaction, because customer satisfaction is very impactful for the company.

Keywords: Service Quality, Customer Satisfaction