Hubungan antara Kualitas Pelayanan dengan Kepuasan Konsumen Aby Collection Kabupaten Pelalawan

Abstract

Penelitian ini bertujuan untuk melihat hubungan antara kualitas pelayanan dengan kepuasan konsumen Aby Collection Kabupaten Pelalawan. Metode dalam penelitian ini menggunakan metode kuantitatif. Populasi penelitian ini adalah konsumen Aby Collection Kabupaten Pelalawan. Sampel dalam penelitian berjumlah 102 konsumen Aby Collection Kabupaten Pelalawan. Teknik pengambilan sampel menggunakan simple random sampling. Metode pengumpulan data menggunakan skala kualitas pelayanan menurut teori aspek dari Priansa (2021) yaitu harapan (expectations), kinerja (performance), perbandingan (comparison), pengalaman (experience), dan konfirmasi (confirmation) dan skala kepuasan konsumen menggunakan teori menurut Parasuraman, dkk (2021) yaitu reliabilitas (reliability), daya tanggap (responsiveness), jaminan (assurance), empati (empathy), dan bukti fisik (tangibles). Pengukuran alat ukur menggunakan model Skala Likert. Metode analisis data menggunakan korelasi Pearson Product Moment didapatkan hasil nilai koefisien korelasi rxy = 0,681, signifikan korelasi dengan p = 0,000 < 0,05, artinya ada hubungan positif dan signifikan antara kualitas pelayanan dengan kepuasan konsumen. Berdasarkan hasil nilai koefisien determinan (r2) = 0,464, artinya kualitas pelayanan mempengaruhi kepuasan konsumen sebesar 46,4%. Dari hasil penelitian ini, maka hipotesis yang diajukan di terima. Pada variable kualitas pelayanan memiliki mean hipotetik sebesar 55 > dari mean empiric sebesar 48.95, artinya kualitas pelayanan di Aby Collection dalam kategori rendah. Sementara variable kepuasan konsumen memiliki mean hipotetik sebesar 80 > mean empiric sebesar 70.64, artinya kepuasan konsumen di Aby Collection dalam kategori rendah. The purpose of this research is to see the correlation between service quality and consumer satisfaction of Aby Collection, Pelalawan Regency. This research used quantitative methods. The population of this research is the consumer Aby Collection, Pelalawan Regency. The sample in this research amounted to 102 consumer. Simple random sampling is used for sampling collection technique. The data collection method uses a service quality scale according to the aspect theory from Priansa (2021), namely expectations, performance, comparison, experience, and confirmation. And . The data collection method uses a consumer satisfaction scale according to the aspect theory from Parasuraman, dkk (2021), namely reliability, responsiveness), assurance), empathy), and tangibles. Measuring instrument using a Likert Scale model. The pearson product moment method obtained the correlation coefficient rxy = 0,681; sig 0,000 < 0,05, thus there is positif and significant correlation between the service quality and consumer satisfaction. Based and the value of determinant coefficient r2 = 0,464, indicates that service quality affect consumer satisfaction by 46,4%. From the results of this research it means that the hypothesis is accepted. The service quality variable has a hypothetical mean of 55 > of the empirical mean of 48.95, meaning that service quality at Aby Collection is in the low category. Meanwhile, the consumer satisfaction variable has a hypothetical mean of 80 > empirical mean of 70.64, meaning that customer satisfaction at Aby Collection is in the low category.