The influence of service quality towards customer satisfaction at Brides on 22, Medan

Chandra, Juniati (2021) The influence of service quality towards customer satisfaction at Brides on 22, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brides on 22 as the research object of this research is a local business in bridal and wedding sector that engages their customer to experience their service and hospitality. Providing both service and goods, Brides on 22 has been in this industry since 2010. Until recently, still found out that some customers did not satisfied with the service being delivered by Brides on 22 ‘s employees. This quantitative research conducted with purpose to determine whether service quality has influence towards customer satisfaction at Brides on 22, Medan. Data collected through distribution of questionnaires to 97 of all customers of Brides on 22 with adaptation of purposive sampling technique which is then the data analyzed with SPSS program version 25.0. Using descriptive research design, the method used is descriptive analysis, validity test, reliability test, assumption classic test, coefficient of determination test, linear regression, and hypothesis testing. The result of research shows that the result of simple linear regression test is Y= 6.787 + 0.988X. Through coefficient determination test, service quality has influenced on customer satisfaction at Brides on 22, Medan by 50.8%, and the result of z-test obtained Zcount value is 6.985 and the Ztable value is 1.96, this means that the alternate hypothesis is accepted which is the service quality has influence towards customer satisfaction at Brides on 22, Medan. Some recommendation can be given regarding to maintain and improve service quality by evaluate the performance and managing the service quality to reach the higher customer satisfaction. / Brides on 22 sebagai objek penelitian dalam penelitian ini adalah sebuah bisnis lokal di sektor bridal yang mengajak pelanggan mereka unuk merasakan pelayanan dan keramahan yang mereka berikan. Menyediakan kedua jasa dan produk, Brides on 22 sudah berada di industri ini sejak tahun 2010. Sampai hari ini, masih ditemukan bahwa masih terdapat beberapa pelanggan yang kurang puas dengan pelayanan yang diberikan Brides on 22. Menggunakan metode penelitian kuantitatif, penelitian ini dilakukan untuk mengetahui apakah kualitas pelayanan berpengaruh terhadap kepuasan pelanggan pada Brides on 22, Medan. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 97 pelanggan Brides on 22 dengan menggunakan adaptasi teknik purposive sampling yang kemudian data dianalisis dengan program SPSS versi 25.0. Menggunakan desain penelitian deskriptif, metode yang digunakan adalah analisis deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, uji koefisien determinasi, uji regresi linier, dan uji hipotesis. Hasil penelitian menunjukkan bahwa hasil uji regresi linier sederhana adalah Y= 6,787 + 0,988X. Melalui uji koefisien determinasi, kualitas pelayanan berpengaruh terhadap kepuasan pelanggan di Brides on 22, Medan sebesar 50,8% dan dari hasil uji Z, diperoleh nilai Zhitung sebesar 6,985 dan nilai Ztabel sebesar 1,96 yang berarti hipotesis alternatif diterima, dimana kualitas pelayanan berpengaruh terhadap kepuasan konsumen di Brides on 22, Medan. Adapun rekomendasi untuk Brides on 22, Medan terkait dengan mempertahankan dan meningkatkan kualitas pelayanan dapat dilakukan dengan mengevaluasi kinerja dan mengelola kualitas pelayanan untuk mencapai kepuasan pelanggan yang lebih tinggi.

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