Pengaruh Dimensi Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Kopma Digital

Abstract

The purpose of this research was to know the consumer satisfaction of servicequality which consists of variable tangibles, reliability, responsiveness, assurance,and empathy, as well as the performance of the board of Member participation inKopma Unila. The method which used in this research was descriptive verified withex post facto approach and survey. The population in this study were 150 studentsand the sample used was 42 students determined by simple random sampling.Data collection techniques were using questionnaires. Data were collected throughlinear regression analysis and multiple regression analysis. The result of analysisshows that there was an influence of servqual dimension which consist of physicalevidence variable, reliability, responsiveness, assurance, and empathy, tocustomer satisfaction.

Tujuan penelitian untuk mengetahui kepuasan konsumen tentang dimensi kualitas pelayanan yaitu bukti fisik, kehandalan, daya tanggap, jaminan, dan empati, serta kinerja pengurus terhadap partisipasi Anggota di Kopma Unila. Metode penelitianini adalah metode deskriptif verifikatif dengan pendekatan ex post facto dansurvey. Populasi dalam penelitian ini sebanyak 150 mahasiswa dan sampel yangdigunakan sebanyak 60 mahasiswa ditentukan melalui simple random sampling.Teknik pengumpulan data dengan kuisioner. Data yang terkumpul diolah dengananalisis regresi linear dan analisis regresi multipel. Hasil analisis menunjukkanbahwa ada pengaruh dimensi kualitas pelayanan yang terdiri dari variabel buktifisik, kehandalan, daya tanggap, jaminan, dan empati, terhadap kepuasankonsumen.

Kata kunci:dimensi kualitas pelayanan, kopma digital dan kepuasan konsumen