Pengaruh Kualitas Pelayanan (Tangible, Emphathy, Reliability, Responsiveness, Assurance) Terhadap Kepuasan Konsumen
Abstract
Lembaga bimbingan belajar terkini sedang berada dalam kondisi yang menurun. Terjadi karena sistem pendidikan yang berubah dinamis. Perlu ada peningkatan kualitas pelayanan sehingga konsumen dapat merasa puas atas pelayanan yang diberikan. Penelitian ini berusaha untuk menginvestigasi pengaruh kualitas pelayanan terhadap kepuasan konsumen. Objek yang dituju yaitu lembaga bimbingan belajar Nurul Fikri Sukasari. Proses kolektif data menggunakan regresi linear berganda, pengujian hipotesis baik itu uji F dan Uji t. Hasilnya, secara simultan kelima dimensi tersebut berpengaruh secara signifikan terhadap kepuasan konsumen dengan F hitung 19,302 > F tabel 2,33 namun secara parsial hanya dua dimensi kualitas pelayanan yakni dimensi emphathy (t hitung 2,846 > t tabel 1,993) dan assurance (t hitung 3,838 > t tabel 1,993) yang berpengaruh signifikan terhadap kepuasan konsumen sisanya yaitu dimensi tangible (t hitung 0,151< t tabel 1,993), reliability (t hitung 0,887 < t tabel 1,993), dan responsiveness (t hitung -0,743 < t tabel 1,993) yang tidak memiliki pengaruh signifikan terhadap kepuasan konsumen
Kata kunci : kualitas pelayanan; kepuasan konsumen; nurul fikri
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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