PENGUKURAN TINGKAT KEPUASAN PELANGGAN TERHADAP SERVIS RINGAN SEPEDA MOTOR DENGAN METODE SERVICE QUALITY

  • Eko Sapriyanto Universitas Bina Darma
  • Desi Kusmindari Universitas Bina Darma
  • Septa Hardini Universitas Bina Darma
Keywords: PT Astra Honda Motor, gap analysis, customer satisfaction, quality dimension, hypothesis.

Abstract

Astra Honda Motor Dealer Plaju is a company engaged in the service sector, one of which is the light service service of motorcycle vehicles. Over time, more and more consumers have complained about the length of time waiting for the light service process to take place at the dealer. The purpose of this study is to analyze the level of perception and expectations of the dimensions of service quality at PT. Astra Honda Motor, to analyze the level of gap between expectations and perceptions of service quality dimensions at PT. Astra Honda Motor and measures the level of influence of the 5 dimensions of quality on customer satisfaction. Based on the results of the level of perception and expectation it is known that the average level of perception in the reliability dimension is (3.45), the dimensions of responsiveness (3.42), assurance dimensions (3.54), dimensions empathy (3.83), and tangible dimension (3.58), while for expectation level analysis on reliability dimensions (4.11), responsiveness dimensions (4.0), assurance dimensions (3.95), empathy (3.94) dimensions, and tangible dimensions ( 3.92). Simultaneously test f all dimensions of service quality affect customer satisfaction, this can be seen from the value of f count of 32.103 greater than f table 2.34. Partially based on the t test the dimensions of reliability, responsiveness, assurance, empathy, affect customer satisfaction, while the dimensions of tangible quality do not affect customer satisfaction.

Published
2020-10-13