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Abstract:
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This study aims to determine the effect of service quality on customer
satisfaction at UPK DAPM Tanjung District, the influence of company image on
customer satisfaction at UPK DAPM Tanjung District, and the influence of
service quality and company image together on customer satisfaction at UPK
DAPM Tanjung District. This research uses a quantitative descriptive approach
and the type of research is a case study supported by a survey. The method used
in this study is the correlational research method, which is research that aims to
determine whether there is an association between two or more variables, and
how far the correlation exists between the variables studied. The population in
this study is all customers in UPK DAPM Tanjung District. The sampling
technique in this study used the Slovin formula with a margin of error of 10% of
93 respondents. The data used is primary data in the form of questionnaire
instruments. Data analysis techniques with multiple regression analysis. The
results of the study show the influence of service quality on customer satisfaction,
company image affects customer satisfaction. The F value of the table is 62,943 >
from F count 2.73, so the quality of service and the company's image
simultaneously have a significant influence on customer satisfaction. The ability
of service quality variables and company image in this study affects customer
satisfaction by 61.70%, while the remaining 38.30% is explained by other
variables. |