PENGARUH KUALITAS PELAYANAN DAN KINERJA KARYAWAN TERHADAP KEPUASAN KONSUMEN DI MIE GACOAN CABANG USU KOTA MEDAN

Abstrak

The quality of service provided is not as expected by consumers and employee performance is still not satisfactory to consumers. This research aims to determine the simultaneous influence of service quality and employee performance on consumer satisfaction at Mie Gacoan, USU Branch, Medan City. The formulation of the problem is how much influence service quality and employee performance simultaneously have on consumer satisfaction at Mie Gacoan, USU Branch, Medan City. The research used is quantitative descriptive research. The research location is Mie Gacoan, USU Medan City Branch, located at Jl. Dr. Mansyur, Medan Selayang District, North Sumatra Province. The time of the research was carried out from October 2023 - March 2024. The research population was all consumers who came directly to the Mie Gacoan USU Branch in Medan City for 15 days from November 13 - November 27 2023 with an average of 1,276 people per day. The total research sample was 93 people. The data analysis techniques used are multiple linear regression equations, coefficient of determination (R Square), F and t tests.From the results of the research and discussion, it can be concluded that the multiple linear regression equation obtained is Y = 0.102 + 0.543X1 + 0.406X2. This means that service quality and employee performance have a positive effect on customer satisfaction. The coefficient of determination (R Square) is 0.698. This means that 69.8% of consumer satisfaction can be explained by service quality and employee performance variables, while another 30.2% is explained by other factors. Service quality has a partial effect on consumer satisfaction, because the significance level is 0.000 <0.05. Employee performance has a partial effect on consumer satisfaction, because the significance level is 0.001 < 0.05. Service quality and employee performance simultaneously influence consumer satisfaction at Mie Gacoan, USU Branch, Medan City, because the significance level is 0.000 < 0.05