ANALISIS STRATEGI MANAJEMEN DALAM RANGKA MENINGKATKAN KUALITAS JASA TERHADAP KEPUASAN KONSUMEN PADA PT. POS INDONESIA (PERSERO) CABANG PANGKALPINANG

Abstract

      This research was written by Aris Munandar, NIM 640150073 with the title "Management Strategy Analysis in the Framework of Improving Service Quality Against Consumer Satisfaction at PT. Pos Indonesia (Persero) Pangkalpinang Post Office Branch ". The purpose of this study is to determine the management strategy in service quality through Reliability, Responsiveness, Assurance, Empathy and Tangible which can affect consumer satisfaction both simultaneously and partially. This research was conducted in April 2019. The analytical method used is descriptive and koesioner analysis method that uses multiple linear regression analysis tools, simultaneous significant testing and partial significant testing. Work on data analysis methods using MS tools. Office Ekcel 2010 and JASP 0.9.2.0 Universiteit-van-amsterdam application.

     The data used is secondary data and this study used 94 respondents as research samples drawn based on the calculator sample formula.  Based on the results of the study show that: (1) there is a significant influence between reliability on customer satisfaction. This is proven by the value of t-count> t-table (6.206> 1.98609). (2) The results of the study also prove that there is a significant effect between responsiveness on customer satisfaction. This is proven by the value of t-count> t-table (3.102> 1.98609). (3) The results of the study also prove that there is a significant influence between assurance on customer satisfaction. This is proven by the value of t-count> t-table (2.197> 1.98609). (4) The results of the study also prove that there is a significant influence between empathy on consumer satisfaction. This is proven by the value of t-count> t-table (3,415> 1.98609). (5) The results of the study also prove that there is a significant effect between responsiveness on customer satisfaction. This is proven by the value of t-count> t-table (3.291> 1.98609). (6) The results of the study indicate that there is a significant influence between reliability, responsiveness, assurance, empathy and tangibility on customer satisfaction. This is proven by the value of F-count> F-table (29.85> 2.32).

     The conclusion obtained from this study is that Pangkalpinang Post Office Service Quality must continue to pay attention and improve service quality in carrying out service quality strategies because it is proven to increase consumer satisfaction. For other researchers who want to know more about management strategies in order to improve the quality of services that affect customer satisfaction can add or expand independent variables in further research.