PENGARUH CITRA PERUSAHAAN, KUALITAS PELAYANAN, DAN LOKASI, TERHADAP KEPUASAN PELANGGAN PADA BENGKEL AUTO2000 CABANG YOS SUDARSO

USMAN, USMAN (2019) PENGARUH CITRA PERUSAHAAN, KUALITAS PELAYANAN, DAN LOKASI, TERHADAP KEPUASAN PELANGGAN PADA BENGKEL AUTO2000 CABANG YOS SUDARSO. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh citra perusahaan, kualitas pelayanan dan lokasi terhadap kepuasan pelanggan. Metode pengambilan sampel yang digunakan adalah Incidental Sampling Method. Sampel dalam penelitian ini adalah 100 orang pelanggan dari Bengkel bengkel Auto2000 Yos sudarso dan kemudian dilakukan analisis terhadap data yang diperoleh dengan menggunakan analisis data secara kuantitatif. Analisis kuantitatif meliputi: uji validitas dan realibilitas, serta analisis regresi berganda. Pengujian hipotesis melalui uji t dan uji F, serta analisis koefisien determinasi (R2). Data-data yang telah memenuhi uji validitas dan uji reliabilitas kemudian diolah menggunakan program SPSS. Pengujian hipotesis menggunakan uji t menunjukkan bahwa ketiga variabel independen yang diteliti terbukti secara signifikan berpengaruh secara parsial terhadap variabel dependen Kepuasan Pelanggan. Kemudian melalui uji F dapat diketahui bahwa ketiga variabel independen yang diteliti secara simultan berpengaruh terhadap variabel dependen Kepuasan Pelanggan. Angka Adjusted R Square sebesar 0,497 menunjukkan bahwa 49,7 persen variabel Kepuasan Pelanggan dapat dijelaskan oleh ketiga variabel independen dalam persamaan regresi. Sedangkan sisanya sebesar 50,3 persen dijelaskan oleh variabel lain diluar ketiga variabel yang digunakan dalam penelitian ini. Kata Kunci : Citra Perusahaan, Kualitas Pelayanan, Lokasi, Kepuasan Pelanggan. ABSTRACT This study aims to determine how much influence the company image, service quality and location on customer satisfaction. The sampling method used is Incidental Sampling Method. The sample in this study were 100 customers from the Yos Sudarso branch of Auto2000 workshop and then analyzed the data obtained by using quantitative data analysis. Quantitative analysis includes: validity and reliability test, classic assumption test, multiple regression analysis. Testing the hypothesis through t test and F test, and analysis of the coefficient of determination (R2). The data that has fulfilled the validity test and reliability test are then processed using the SPSS program. Testing the hypothesis using the t-test shows that the three independent variables studied proved to be significantly influential partially on the dependent variable of Customer Satisfaction. Then through the F test it can be seen that the three independent variables studied simultaneously affect the dependent variable of Customer Satisfaction. The Adjusted R Square number of 0.497 shows that 49.7 percent of the Customer Satisfaction variable can be explained by the three independent variables in the regression equation. While the remaining 50.3 percent is explained by other variables outside of the three variables used in this study. Keywords : Company Image, Service Quality, Location, Customer Satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSaefurahman, AsepUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Depositing User: Ridho Adi Nugroho
Date Deposited: 22 Dec 2021 03:08
Last Modified: 22 Dec 2021 03:08
URI: http://repository.stei.ac.id/id/eprint/6355

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