ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pads PT. PO (Persero) Distribusi Jawa Tengah dan DI Yogyakarta Area Pelayanan Semarang)

Abstract

ABSTRAKSI Penelitian ini ingin melihat sejauhmana kualitas jasa pelayanan yang telah dibeiikan oleh PLN kepada pelanggan dapat memenuhi harapan mereka, sehingga masalah dalam penelitian ini dapat dirumuskan sebagai berikut: 1) Apakah terdapat gap atau kesenjangan antara harapan pelanggan dengan persepsi kualitas jasa pelayanan yang diterima pelanggan pada PT (Persero) PLN Unit Pelayanan Semarang ?, 2) Apakah kualitas jasa pelayanan berpengaruh terhadap kepuasan pelanggan pada pada PT (Persero) PLN Unit Pelayanan Semarang ? Hasil .penelitian menjelaskan bahwa rata-rata skor harapan pelanggan lebih tinggi daripada rata-rata skor pengalaman kualitas pelayanan yang diterima pelanggan. Hal ini dapat menunjukkan bahwa kualitas pelayanan yang diberikan PT (Persero) PLN cabang Semarang masih belum memenuhi harapan pelanggannya. Dar analisis gap dapat dilihat bahwa, antara harapan dan pengalaman yang diterima pelanggan secara rata-rata masih positif atau harapan lebih besar dari pengalaman yang diterima pelanggan. Hal ini berarti bahwa secara keseluruhan kualitas pelayanan PLN cabang Semarang kepada para pelanggannya dapat dikatakan belum mencapai kualitas yang diharapkan atau belum sesuai dengan yang diharapkan oleh pelanggan. Dengan menggunakan Paire-sample T test, maka hasil pengujian atas masing¬masing dimensi dapat dijelaskan sebagai berikut; dimensi Reliability, Tangible, Empaty, Assurance, Responsiveness semuanya menunjukkan bahwa t hitting > t tabel, dengan demikian hipotesis yang menyatakan bahwa ada perbedaan antara harapan dan pengalaman yang diterima atas kualitas pelayanan PLN pada dimensi-dimensi di atas terbukti secara signifikan. Dan uji regresi linier berganda dapat diketahui bahwa hanya tiga variabel yang secara signifikan mempengaruhi kepuasan Pelanggan. Ketiga variabel tersebut adalah variabel Reliability, Assurance dan Responsiveness. ABSTRACT This study was intended to find out how far the services provided by PLN could satisfy its customers. Therefore, the problems investigated by this study could be formulated as follow. (1) Was there any gap between customers' expectations and their perceptions on the quality of services received from PLN Semarang Service Unit? (2) Did the quality of these services affect the customers' satisfactions? The study showed that the mean score for customers' expectations was higher than the mean score for their perceptions on the quality of services received from PLN. It suggested that the quality of services provided by PLN had not been able to meet its customers' expectations From the analyses on the gap between expectations and real experiences of customers, it could be seen that the gap was still positive in nature for customers' expectations were still higher although their perceptions on the quality of services were relatively low. It meant, however, that the overall quality of services provided by PLN had not achieved the levels expected by its customers! By using paired-samples t-tests, it could be shown that the test results or the calculated t for reliability, tangibility, empathy, assurance and responsiveness dimensions were higher than t table. Therefore, the hypothesis that there is a difference or a gap between customers' expectations and their perceptions on the quality of services received from PLN in terms of those dimensions was significantly supported! From the multiple hear recession tests it could be shown that there were only three variables significantly influencing customers' satisfactions. These were reliability, assurance and responsiveness