Analisis Pengaruh Kualitas Pelayanan dan Pengaruh Kepuasan Pembeli pada Intensitas Perilaku Pembeli

Deskifika, Novario , N.A.

2007 | Skripsi | S1 Extention - Management

This research aims to know influences of service quality to consumer behavioral intentions and consumer satisfaction"s influences to consumer behavioral intentions. Research is done to consumer of telecommunications service, Telkomsel which still having status as college student, either from diploma, Strata-1, and also Strata-2. Service industries now play important role in economics widely and telecommunications service is rapidly growing. Interest of marketers at measurement of service quality becomes very height. Service is a form of business that is offered by someone/organizations to the other of market that is basically abstract and does not generate result to ownership of any. Research method applied in this research are: (1) data collecting through questionaire, (2) testing of instrument of research with validity test applies product moment correlation technique from Pearson, reliability test applies technique Alpha from Cronbach, and normality test applies technique from Kolmogorov-Smirnov. (3) data analysis by using simple linear regression to know correlation between one independent variable to one dependen variable, then testing of hypothesis applies t-test and 2 R -test (koefisien determination). Based on research data, processing to 100 respondents indicates that question items are valid because R tables < R hitung and this applies at all of item, then is test of its reliability and expressed reliable because each value Cronbach"s Alpha from all variables > 0,60. At normality test result it is known that the data is normal distribution, this thing seen at value PSig > 005 for all variable. Conclusion of research result are first hypothesis, Telkomsel service quality influential to consumer behavioral intentions and second hypothesis, customer satisfaction influential to consumer behavioral intentions, correctly proven. This seen from value t hitung larger than t-table 11,791 > 1,984 for first hypothesis and 12,446>1,984 for second hypothesis. And value of p-value ( Sig.) which smaller than level of signifikansi (alpha) 0000 < 005 either at first hypothesis or second. But based on assessed value of coefficient of determination, both independent variables, satisfaction variable ( 0,613) told earns more explainingly compared to service quality variable ( 0,587). Keyword: service quality, satisfaction, and consumer behavioral intentions

Kata Kunci : service quality, satisfaction, and consumer behavioral intentions, kualitas pelayanan, kepuasan pembeli