TA DIGITAL
Pengaruh Kualitas Pelayanan Jasa Terhadap Kepuasan Pelanggan Pada Bus Pariwisata PO. Nugroho semarang
INFLUENCE THE QUALITY OF SERVICE TOWARD CUSTOMER SATISFACTION IN TOURISM BUS PO. NUGROHO SEMARANG
PO. Nugroho is one of the companies providing ground transportation services for tourism. Problems that occur in the PO. Nugroho there are customer complaints and declining demand although the company has optimized services. The purpose of this research is to determine and analyze the influence of service quality that is tangibility (X1), reliability (X2), responsiveness (X3), assurance (X4), and empathy (X5) to customers satisfaction (Y) at PO.Nugroho Semarang. The methods of data collection has been use in this research were observation, interview, and questionnaires. The questionnaires used a Simatic Defferensial
with 7 point scale. The data collecting from primary data, result of population is 20.190 people, and result of sample is 100 respondent. In this research using purposive sampling. The method of collecting the sample used were test of validity, reliability test, normality test, test t, test F, the coefficient of determination and multiple linear regression analysis. Based on the calculations using SPSS version 22 the results of this research showed, the regression equation Y= -4,084 + 0,185X1 + 0,216 X2 + 0,285 X3 + 0,254X4 + 0,299X5 + e. In addition, test results F is 21,613 a mean value of 0,000 sign value ≤ alpha 0,05. So it can be concluded the quality of service which consist of tangibility (X1), reliability (X2), responsiveness (X3), assurance (X4), and empathy (X5) had a positive and significance influence to customers satisfaction (Y). The most influence variable is empathy (X5) with the highest regression coefficient of 0,299.
Keyword: Influence to customers satisfaction, Service Quality, Tangibility, Reliability, Responsiveness, Assurance, and Empathy
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