ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PGK BEAUTY STORE PANGKALPINANG

Abstract

The aim of this research is to determine the effect of service quality (Physical Evidence, Reliability, Responsiveness, Assurance and Empathy) on Consumer Satisfaction. The method used in this research uses a quantitative descriptive method, data collection in this research uses a purposive sampling method with a sample size of 88 respondents. Data analysis was carried out using Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination Analysis, Partial Significant Test (t Test), and Simultaneous Significant Test (F) using the JASP data processing program. In the Partial Significant Test (t Test), Physical Evidence has a positive and significant effect on Consumer Satisfaction, Reliability has no positive effect on Consumer Satisfaction, Responsiveness has no positive effect on Consumer Satisfaction, Guarantee has no positive effect on Consumer Satisfaction and Empathy has a positive effect on Consumer Satisfaction. Based on the Simultaneous Significance Test F, the service quality dimension (Servqual) simultaneously influences consumer satisfaction. Research results with the Determination Coefficient with a summary model with an Adjusted R2 value of 71%. With a value of 71% of the Consumer Satisfaction variable which can be explained through the dimensions of the variables Physical Evidence Service Quality, Reliability, Responsiveness, Assurance and Empathy together, and the remaining 29% is influenced by other variables not used in this research