PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN DI LATTERIA GELATO AND DESSERT BAR, PANTAI INDAH KAPUK

Abstract

The  aim  of  this  study  was  to  know  whether  the  service  quality  dimensions: tangible, reliability, responsiveness, assurance, and empathy are influence on customer satisfaction at Latteria Gelato and Dessert Bar, Pantai Indah Kapuk. The type of study is comparative causal with quantitative approach method. Population in this study is customer that made purchase at Latteria Gelato and Dessert Bar in period of July – December 2017. The amount of the sample are 98 respondents  using  non-probability  techniques.  Data  was  collected  through questionnaire  which  validity  and  reliability  were  already  verified,  multiple regression was used as analysis technique.

The hypothesis testing using t-test showed that dimensions of tangible, reliability, and responsiveness did not have a significant impact to customer satisfaction. While the other dimensions of assurance and empathy have a significant impact to customer satisfaction. And the result of f-test showed that variable of tangible, reliability, responsiveness, assurance and empathy simultaneously have a significant impact to customer satisfaction. While the value of R square is equal to 0.489. This means that the service quality only affects customer satisfaction of 48.9%. And the rest, 51.1% influenced by other variables not included in this study.

From the results of the study, it can be concluded that there is no impact on tangible, reliability, and responsiveness dimensions to customer satisfaction and need improvement on these dimensions. While in assurance and empathy dimensions, there is an impact to customer satisfaction which menas that these dimensions are good enough and only need to be maintained.