PENGARUH SERVICE QUALITY TERHADAP KEPUASAN PELANGGAN PADA PRODUK PEMPEK PERMATA BANDAR LAMPUNG

Erlan Kusuma Roza, Dian Novita, Yusra Fernando

Abstract


Abstract

UMKM Pempek Permata Bandarlampung must be able to optimize its economic resources to increase competitiveness in the market and be able to formulate effective marketing strategies and always develop in a sustainable manner. Customer Satisfaction is influenced by Service Quality which must pay attention to five (5) indicators, namely Tangible, Reliability, Responsiveness, Assurance, and Empathy (Emphaty) so as to improve service quality in order to improve number of subscribers. The results showed that the five (5) indicator variables of Service Quality had a significant positive effect. This shows the Tangible indicator variable (Physical Evidence) 73%, Reliability 91%, Responsiveness (Response) 84%, Assurance (Guarantee) 60%, Empathy (Empathy) 76%, which means it can partially influence customer satisfaction. at Pempek Permata Bandarlampung.

 

Keywords: Service Quality: Tangible, Reliability, Responsiveness, Assurance, Empathy, Customer Satisfaction

 

Abstrak

UMKM Pempek Permata Bandarlampung harus mampu mengoptimalkan sumber daya ekonominya guna meningkatkan daya saing di pasar serta mampu meramu strategi pemasaran yang efektif dan selalu mengembangkan secara berkelanjuta. Kepuasan Pelanggan dipengaruhi oleh Service Quality yang harus memperhatikan lima (5) indikator yaitu Bukti Fisik (Tangible), Kehandalan (Reliability), Daya Tanggap (Responsiveness), Jaminan (Assurance), dan Empati (Emphaty) sehingga meningkatkan meningkatkan kualitas pelayanan agar dapat meningkatkan jumlah pelanggan. Hasil penelitian menunjukan bahwa ke lima (5) variable indikator dari Service Quality  memiliki pengaruh positif signifikan. Hal ini menunjukan variabel indikator Tangible (Bukti Fisik) 73%, Reliability (Kehandalan) 91%, Responsiveness (Respon) 84%, Assurance (Jaminan) 60%, Empathy (Empati) 76%, yang berarti mampu mempengaruhi secara parsial terhadap kepuasan pelanggan di Pempek Permata Bandarlampung.

Kata Kunci: Kualitas Pelayanan, Bukti fisik, Kehandalan, Respon, Jaminan, Empati, Kepuasan Pelanggan


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