ANALISIS KUALITAS PELAYANAN JASA DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN PADA PT. ASIA SURYA PERKASA PANGKALPINANG

Abstrak

This research was entitled: “Analisis Kualitas  Pelayanan Jasa Dan Citra Perusahaan Terhadap Kepuasan  Pelanggan Pada PT. Asia Surya Perkasa Pangkalpinang”. This thesis was compiled and worked on by Raam Saputra, in the period from February 2022 to July 2022 and is located in the city of Pangkalpinang, Bangka Belitung Islands Province, Indonesia. The research was conducted at the Agency; PT. Asia Surya Perkasa Pangkalpinang.

This study aims to analyze Service Quality and Company Image on Customer Satisfaction at PT. Asia Surya Perkasa Pangkalpinang, using quantitative descriptive methods, while the sample in this study was 100 respondents. The sampling technique uses random sampling or sampling based on considerations of certain criteria by using a questionnaire.

The results of the service quality variable (X1) obtained a comparison between t-count 0.773 < t-table 1.6607, a significant value of 0.441 > 0.05. It can be concluded that the service quality variable (X1) does not have a partially significant effect on the customer satisfaction variable (Y). ) The possibility of these results for the customer is not based on the quality of service but the customer uses the service because of the reliability of the existing mechanics and the original spare parts provided. While the corporate image variable (X2) obtained comparison results where t-count 7.570 > t-table 1.6607, a significant value of 0.001 <0.05, it can be concluded that the corporate image variable (X2) has a very significant influence partially on the customer satisfaction variable (Y). The results of the F test can be concluded from the comparison of Fcount 59.310 > Ftable 3.09 that the independent variable is known to affect the dependent variable simultaneously and has a significance value of 0.001. <0.05, then the independent variable has a large influence on the dependent variable at the same time.