The influence of service quality towards customer satisfaction at Elgan Store in Medan

Ignatius, Eric (2021) The influence of service quality towards customer satisfaction at Elgan Store in Medan. Bachelor thesis, Universities Pelita Harapan.

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Abstract

Service quality plays an important role in a business because it is the core of the business’s activities. In the past years, many businesses face challenges in improving their service quality to satisfy customers. This research was performed at Elgan Store, a family business that sell bag and shoes at Sutomo no 22b. The grand theory for this research is from Ngo Vu Minh (2016), he stated that customer satisfaction is one of the most crucial objectives that companies are searching to make sure that they will have their customer to be in the long-term relationship with them. One of the most important elements that decide customer satisfaction is the customer’s impression towards the company’s service quality. Customer satisfaction is being described as the result of the between customer expectation to the actual service quality that is given to the customer itself. The design used by the author is quantitative research with the survey method. The data collected by the writer in this research is by interviewing the owner of Elgan Store and distributing questionnaires to the customer as well to strengthen the theory of this research. The population used for this research is 80 customers purchased in January 2021, and the writer will also take 67 respondents to become the writer’s sample data. The pretest is conducted on 30 other respondents at Berkah Store. Based on the research result, it can be concluded that service quality has a positive influence on customer satisfaction. The coefficient of determination test’s result is 0.237, which implies that service quality influences customer satisfaction by 23.7%, while the remaining 76.3% influenced by other factors. According to the result of the hypothesis test, tcount (4.488) > ttable (1.9971), while the significant value is 0.000 < 0.05. it indicates that Ha is accepted, which implies that service quality has an influence on customer satisfaction at Elgan Store in Medan. In terms of recommendation, Elgan store can start by implementing the stock storage software, to make sure that their stock is organized. Then, implementing the TMS as well to track their goods to make sure that they arrive in time and also, they need to start print their receipt rather than handwriting manual to save time and it will also a lot organize. And the last recommendation is for Elgan store to make google form to make it easier for customer to give suggestion for the store. / Kualitas layanan memegang peranan penting dalam sebuah bisnis karena merupakan inti dari kegiatan bisnis. Dalam beberapa tahun terakhir, banyak bisnis menghadapi tantangan dalam meningkatkan kualitas layanan mereka untuk memuaskan pelanggan. Penelitian ini dilakukan di Elgan Store, sebuah usaha keluarga yang menjual tas dan sepatu di Sutomo no 22b. Teori besar untuk penelitian ini adalah dari Ngo Vu Minh (2016), ia menyatakan bahwa kepuasan pelanggan adalah salah satu tujuan paling penting yang dicari perusahaan untuk memastikan bahwa mereka akan memiliki pelanggan untuk berada dalam hubungan jangka panjang dengan mereka. . Salah satu elemen terpenting yang menentukan kepuasan pelanggan adalah kesan pelanggan terhadap kualitas layanan perusahaan. Desain yang digunakan penulis adalah penelitian kuantitatif dengan metode survey. Pengumpulan data yang penulis lakukan dalam penelitian ini adalah dengan mewawancarai pemilik Elgan Store dan menyebarkan kuesioner kepada pelanggan serta memperkuat teori penelitian ini. Populasi yang digunakan dalam penelitian ini adalah 80 pelanggan yang melakukan pembelian pada bulan Januari 2021, dan penulis juga akan mengambil 67 responden untuk menjadi sampel data penulis. Berdasarkan hasil penelitian dapat disimpulkan bahwa kualitas pelayanan berpengaruh positif terhadap kepuasan pelanggan. Hasil uji koefisien determinasi sebesar 0,237 yang berarti kualitas pelayanan berpengaruh terhadap kepuasan pelanggan sebesar 23,7%, sedangkan sisanya sebesar 76,3% dipengaruhi oleh faktor lain. Berdasarkan hasil uji hipotesis, thitung (4,488) > ttabel (1,9971), sedangkan nilai signifikansinya adalah 0,000 < 0,05. Hal ini menunjukkan bahwa Ha diterima yang berarti bahwa kualitas pelayanan berpengaruh terhadap kepuasan pelanggan pada Elgan Store Medan. Dalam hal rekomendasi, toko Elgan dapat memulai dengan mengimplementasikan perangkat lunak penyimpanan stok, untuk memastikan stok mereka teratur. Kemudian, menerapkan TMS juga untuk melacak barang mereka untuk memastikan bahwa mereka tiba tepat waktu dan juga mereka harus mulai mencetak tanda terima daripada manual tulisan tangan untuk menghemat waktu dan juga akan banyak mengatur. Dan rekomendasi terakhir adalah agar toko Elgan membuat google form untuk memudahkan pelanggan memberikan saran untuk toko tersebut.

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