ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PRADANA UTAMA DIGITAL PRINT

HEGAR SANDY PRADANA, Drs. Moh. Halimi, MM

2015 | Tugas Akhir | D3 MANAJEMEN SV

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan yang terdiri dari tangible (bukti fisik), reliability (keandalan), responsiveness (daya tanggap), assurance (jaminan), dan emphaty (empati) terhadap kepuasan konsumen Pradana Utama Digital Print. Dalam penelitian ini, penulis mengumpulkan data dengan menggunakan kuesioner. Responden diambil dengan teknik nonprobability sampling dengan pendekatan accindental sampling. Jumlah responden yang didapat adalah 60 orang. Data kuisioner dianalisa menggunakan teknik analisis deskriptif dengan aplikasi SPSS v21. Hipotesis penelitian ini adalah Ha= Kualitas pelayanan berpengaruh positif terhadap kepuassan konsumen. Ho= Kualitas pelayanan tidak berpengaruh positif terhadap kepuasan konsumen. Hipotesis diuji dengan uji t, uji f, dan uji determinan. Hasil analisa dan uji hipotesis menunjukkan variable kualitas pelayanan yang terdiri dari tangible (bukti fisik), reliability (keandalan), responsiveness (daya tanggap), assurance (jaminan), dan emphaty (empati) berpengaruh positif dan signifikan terhadap kepuasan konsumen.

This research aimed to analyse the influence of serving quality which contains tangible, reliable, responsiveness, assurance, and emphaty toward the satisfaction of Pradana Utama Digital Print consumers. Writer gathered datas by using questioner. Respondents were taken by non-probability sampling technique with accidental sampling approach. The amount of respondents taken were 60 people. Quesioner data was analysed by using descriptive analysis technique with SPSS 21 application. Hipotesis of this research are Ha= The service quality influences positively to the consumers satisfaction, Ho= The service quality does not influences to the consumer satisfaction. The hypothesis are examined by using examination t, examination f, and determinant examination. Result of the hypothesis examination showed that a variable of service quality which contains tangibility, reliability, responsiveness, assurance, and emphaty influenced positively significantly toward consumers satisfaction.

Kata Kunci : kualitas pelayanan, tangible, realibility , responsiveness, assurance, emphaty, kepuasan konsumen