PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMENPADA PT JUMBO SWALAYAN MANADO

Abstract

Customer satisfaction is also one of the important things in a marketing. When a customer
feels satisfied with a product or service, then customers generally will continue to buy and
use it. And indirectly he will promote by telling others about his experience of the quality of
the products or services he has used. Conversely, if customers are not satisfied then tend to
move to another place. This study aims to determine and prove how much influence the
quality of service to customer satisfaction at PT Jumbo Swalayan Manado. The population in
this study are consumers who shop at Jumbo Self-service. Samples taken by 50 respondents
by using non prpbability sampling technique with accidental sampling approach, that is
sampling technique based on chance, that anyone who happened to meet with the researcher
can be used as sample if considered suitable. One of the factors that determine the level of
success and quality of the company is the ability of the company in providing services to
customers. Every business competes to produce the best service quality for its consumers.
According to the Parasuraman (in Rambat 2013: 216) the quality of services can be defined
as how far the difference between reality and consumer expectations for the services they
receive. Meanwhile, according to Tjiptono (2007) the quality of service as an effort to meet
the needs and desires of consumers and the accuracy of delivery in the balance of consumer
expectations. Based on the results of research and data analysis, the regression equation is
generated ie, with the value of determination. This means that consumer satisfaction is
influenced by the independent variable (service quality) consisting of reliability,
responsiveness, assurance, empathy, tangible,, while the rest is heard by variable. Beyond this
study is quite small, then the next research is suggested to examine the variables that exist
outside the study but have a proportion that the quality of service has a positive and
significant impact on customer satisfaction at PT Jumbo Swalayan Manado. Given the greater
quality of service impact on customer satisfaction is expected to more companies improve
services to create loyal customers.
Keywords: Service Quality, Consumer Satisfaction