TA DIGITAL
Pengaruh kualitas pelayanan terhadapkepuasan konsumen pada PT. Nasmoco Gombel Semarang
THE INFLUENCE OF SERVICE QUALITY TOWARD CONSUMERS SATISFACTION AT PT NASMOCO GOMBEL SEMARANG Technological developments of the automotive world today are very fast, so do not be surprised that the automotive business competition is very tight. Quality of service is also a key to the success of a company. Thus, PT Nasmoco Gombel Semarang should pay attention to the quality of services provided to customers such as the influence of Tangibility, Reliability, Responsiveness, Assurance, and Empathy to provide sustainable customer satisfaction. Methods of data collection used were interviews, questionnaires and literature. This study applied purposive sampling with a sample of 100 respondents who enjoyed the service at PT Nasmoco Gombel Semarang. To observe the infuence of service quality toward customer satisfaction at PT Nasmoco Gombel Semarang used validity, reliability, multiple linear regressions, t-test, F-test, the coefficient of determination with SPSS 22.0. Based on the results of multiple linear regression analysis it was found that the regression equation Y = 0.297 + 0,646X1 + (-0.332) X2 + 0,193X3 + 0,425X5. From the regression equation it can be determined that tangibility, reliability, responsiveness, and empathy have a positive influence to the buying interest. With the determination coefficient of 0.756 it shows that these five variables can explain consumer satisfaction at PT Nasmoco Gombel Semarang by 75.6% and the remaining 24.4% is explained by other variables that are not described in this study. So based on the results of data analysis, it can be concluded that there is a positive effect of tangibility, reliability, responsiveness, and empathy to customer satisfaction, so if the variables of tangiblility, reliability, responsiveness, and empathy increased consumer PT Nasmoco Gombel Semarang will perform better service at PT Nasmoco Gombel Semarang. Keywords: Service Quality, Tangibility, Reliability, Responsiveness, Assurance, Empathy, Customer Satisfaction
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