Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Store The Executive Ciputra Cibubur Jakarta

Abstract

The Executive is a local brand with middle-up consumer target who provides a variety of men's and women's clothing ranging from formal, casual and other accessories. The aim of this study was to analyze the effect of service quality on customer satisfaction at The Executive Store Ciputra Cibubur Jakarta. The method used is descriptive quantitative, with a population of 111 customers while the research sample amounted to 87 respondents and the sampling technique was probably random. The data analysis technique used is the correlation coefficient test, the coefficient of determination test, and the regression equation test with the SPSS 21. The results of this study indicate that based on the correlation coefficient calculation shows that the influence of service quality on customer satisfaction relationship is quite strong, which is 0.664 and according to the calculation of the coefficient of determination, it can be seen at 44.1%, which means that the service quality variable can be explained by the customer satisfaction variable, while the remaining 55.9% is influenced by other variables. The results of the calculation of the regression coefficient of 0.637 can be concluded that as the service quality variable increases, the customer satisfaction variable also increases, while the constant value is 25.627, so the regression equation is Y = 25.627 + 0.637 X where Y = Customer Satisfaction and X = Service Quality. The results of this study indicate that there is a fairly strong influence between service quality and customer satisfaction at The Executive Store Ciputra Cibubur Jakarta.