PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO SAYUR KITA MEDAN

Abstrak

This research aims to: (1) determine the quality of service at the Sayur Kita shop in Medan, (2) determine the effect of service quality on customer satisfaction at the Sayur Kita shop in Medan, (3) to identify the factors that influence customer satisfaction at the Sayur Kita shop in Medan, (4) find out the differences in perceptions regarding service quality and satisfaction between regular customers and new customers at the Sayur Kita Medan shop. The type of research that will be used is descriptive research with a quantitative approach or often referred to as quantitative research. The population in this study were customers or consumers of the Sayur Kita Medan shop. The research sample size of 80 people was determined using the Slovin formula, then the sample was determined using the Non Probality Sampling technique with the Accidental Sampling approach, namely a technique for determining samples based on chance, that is, anyone who happens to be shopping in a shop can be used as a sample if deemed suitable. Data collection was carried out using a questionnaire with a Likert scale. The analytical method used in this research is a simple regression analysis method with the SPSS 25 application. The research results based on (t test) show that service quality has a significant effect on customer satisfaction with a significance value of 0.000 <0.05. The results of the Coefficient of Determination test obtained an R Square of 0.540. This shows that the dependent variable customer satisfaction is 54% influenced by the independent variable service quality, while 46% is influenced by other variables that have not been examined in this research.