ANALISIS KEPUASAN PELANGGAN PADA ALFAMART TEMBALANG DARI DIMENSI PELAYANAN (Studi Kasus Pada Alfamart Jl. Ngesrep Timur V / 69, Kota Semarang)

Abstract

Retail business at this time is a growing business, and much in demand. Intense competition among retailers, is due to the increasing number of shopping centers. Competition makes companies - companies in the field of retail customers and strive to maintain a retail customer choice. Therefore, it is not uncommon to many companies seeking to research on customer satisfaction to quality of service that applied for this organization. Service providers must understand customer needs and wants in terms of services so that they are satisfied, of course taking into account the five dimensions of service quality among responsiveness, reliability, assurance empathy and tangible. Therefore, the researchers will examine how much customer satisfaction especially Alfamart customer service quality that is given by Alfamart Tembalang. Of this research are expected to know how much influence the responsiveness, reliability, assurance, empathy and tangible customer satisfaction visiting and shopping at Alfamart Tembalang. The population in this study were all customers who have visited and shopped at Alfamart Tembalang. Samples used in this study were 100 respondents using accidental sampling method and using multiple linear regression analysis. From the results of multiple linear regression analysis showed that the variable responsiveness, tangible, assurance, emphaty, and tangible positive effect on customer satisfaction, while the results for the F test or simultaneous with signifasi 30.077 less than 0.05 is 0.000. This means that all variables affect simultaneously - similar to customer satisfaction, while the test of determination is equal to 0.595, which means 59.5% of satisfaction can be explained by the variable quality of service is responsiveness, reliability, assurance, emphaty, tangible and the balance of 40.5% influenced by other variables.