KUALITAS PELAYANAN DAN KEPUASAN KONSUMEN TERHADAP INTENSITAS PEMBELIAN ULANG SUATU BARANG

SRI HARTINI,

2006 | Tesis |

This research was aimed at revealing the relationship between service quality and consumer satisfaction with rebuying intensity. There were two independent variables, namely service quality and consumer satisfaction and one dependent variable, rebuying intensity. This research tested three hypothesis: 1) there were a positive correlation between service quality and consumer satisfaction with rebuying intensity, 2) there was a positive correlation between service quality with rebuying intensity, 3) there was a positive correlation between consumer satisfaction with rebuying intensity. This research used purposive sampling method which involved 60 student of Psychology at Gadjah Mada University in Yogyakarta as its sample. Data were collected through survey with three scales; 1) rebuying intensity scales, 2) service quality scales, 3) consumer satisfaction scales. Data were analyzed with regression analysis with the help of SPS (Series program statistic) 2000 version, Professor Sutrisno Hadi and Yuni Parmadiningsih edition. The result showed that there was a positive correlation between service quality and consumer satisfaction with rebuying intensity. However the correlation was not significant. The result were as follow : 1) service quality and consumer satisfaction with rebuying intensity showed that there was a positive correlation (F: 3.525, R2: 0.110), however the probability was significant (p 0.035), 2) the correlation of service quality and rebuying intensity was positive but not significant (r-par: -0.193, SE: 3.425%, p:0.133), and 3) the correlation between consumer satisfaction and rebuying intensity showed that there was positive correlation (r-par:0.308; SE: 7.582%), however it was significant (p: 0.0015). Key word : Service quality, consumer satisfaction, rebuying intensity

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