ANALISIS SERVICE QUALITY TERHADAP KEPUASAN PELANGGAN PADA PT. CIPTA LANCAR SANJAYA ABADI DI KENDAL

Abstract

The most important factor of business services is the assessment of service quality which is strongly influenced by perceptions and expectations of each customer. Dimensions of service quality are divided into five main dimensions, namely: reliability, responsiveness, assurance, empathy and physical evidence (tangible). The purpose of this study was to analyze the influence of reliability, responsiveness, assurance, empathy and physical evidence of customer satisfaction on PT. Cipto Lancar Sanjaya Abadi dealer in Kendal. Sample in this study were 100 respondents. Sampling techniques in this study was performed using purposive sampling technique. Its type of data is primary. Data collection methods were using questionnaires. Analysis technique used multiple regressions. The results of the analysis by using SPSS Version 13 showed that: (1). Reliability affected Customer Satisfaction (2). Responsiveness affected Customer Satisfaction. (3). Assurance affected Customer Satisfaction. (4). Empathy affected Customer Satisfaction (5). Physical evidence affected Customer Satisfaction. (5). Reliability, Responsiveness, Assurance, Empathy and the physical evidence concomitantly affected Customer Satisfaction (6). The influence of Reliability, Responsiveness, Assurance, Empathy, and Physical Evidence concomitantly toward customer satisfaction was at 92.3%.