SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2019

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Pengaruh Kualitas Pelayanan terhadap Minat Servis Ulang melalui Kepuasan Pelanggan (Studi pada Pengguna Jasa Bengkel AHASS Tongan di Kota Malang)

Lisanti Dina Rosita

Abstrak


ABSTRAK

Lisanti, Dina Rosita. 2019. Pengaruh Kualitas Pelayanan terhadap Minat Servis Ulang melalui Kepuasan Pelanggan (Studi pada Pengguna Jasa Bengkel AHASS Tongan di Kota Malang). Skripsi, Jurusan Manajemen, Fakultas Ekonomi Universitas Negeri Malang. Pembimbing: Dr. Djoko Dwi Kusumajanto,M.Si.,

 

Kata kunci: kualitas pelayanan, kepuasan pelanggan, minat servis ulang

Kualitas pelayanan dapat mempengaruhi kepuasan pada pelanggan Bengkel AHASS Tongan sehingga dapat menimbulkan minat servis ulang di Bengkel AHASS Tongan. Karena jika pelanggan sudah  merasakan pengalaman pelayanan sebelumnya dan merasa puas dengan pelayanan tersebut maka pelanggan tersebut cenderung akan melakukan servis berikutnya di tempat yang sama.

Tujuan penelitian untuk mengetahui

(1) Deskripsi variabel Kualitas Pelayanan, Kepuasan Pelanggan dan Minat Servis Ulang,

(2) Pengaruh langsung Kualitas Pelayanan terhadap Minat Servis Ulang,

(3) Pengaruh langsung Kualitas Pelayanan terhadap Kepuasan Pelanggan,

(4) Pengaruh langsung Kepuasan Pelanggan terhadap Minat Servis Ulang, dan

(5) Pengaruh tidak langsung Kualitas Pelayanan terhadap Minat Servis Ulang melalui Kepuasan Pelanggan Bengkel AHASS Tongan.

Penelitian ini menggunaan pendekatan kuantitatif dengan jenis riset deskriptif dan eksplanatori. Instrumen yang digunakan adalah kuesioner tertutup yang diproses pada Uji Validitas dan Uji Reliabilitas dengan hasil valid dan reliabel. Populasi penelitian adalah pengguna jasa Bengkel AHASS Tongan di Kota Malang (infinite population). Teknik pengambilan sampel menggunakan teknik Non Probability Sampling, berdasarkan kriteria: bahwa responden tersebut pernah melakukan servis satu kali dan berminat akan melakukan servis lagi di Bengkel AHASS Tongan. Perhitungan sampel menggunakan rumus Daniel Terrel dengan jumlah 140 responden. Analisa yang digunakan adalah Path Analysis. Uji prasyarat melalui Uji Normalitas dengan hasil residual berdistribusi normal.

Hasil penelitian menunjukan bahwa persepsi responden terhadap kualitas pelayanan, kepuasan pelanggan, dan minat servis ulang sudah baik dengan nilai GrandMean kualitas pelayanan 4,08 kepuasan pelanggan 3,97 dan minat servis ulang 3,86 yang termasuk kategori tinggi pada kelas interval.

Hasil analisis jalur

(1) Kualitas Pelayanan berpengaruh secara langsung terhadap Minat Servis Ulang,

(2) Kualitas Pelayanan berpengaruh secara langsung terhadap Kepuasan Pelanggan,

(3) Kepuasan Pelanggan berpengaruh secara langsung terhadap Minat Servis Ulang, dan

(4) Kualitas Pelayanan berpengaruh secara tidak langsung terhadap Minat Servis Ulang melalui Kepuasan Pelanggan Bengkel AHASS Tongan.

Bengkel AHASS Tongan harus mempertahankan konsistensi kualitas pelayanan dan kebutuhan pelanggan dengan memberikan perhatian secara individu kepada pelanggan dan memberikan harga yang kompetitif dan standar serta menambah fasilitas seperti minuman gratis, koneksi wifi, AC dan lain-lain agar pelanggan merasa nyaman saat menunggu giliran servis sepeda motor. Sehingga pelanggan akan melakukan servis ulang di Bengkel AHASS Tongan. 

 

ABSTRACT

Lisanti, Dina Rosita. 2019. The Effect of Service Quality on the Reservice Intention through Customer Satisfaction (Study on AHASS Tongan Service User in Malang). Sarjana’s Thesis, Department of Management, Faculty of Economics, Universitas Negeri Malang. Advisor: Dr. Djoko Dwi Kusumajanto, M.Si.,

 

Keywords: Service quality, customer satisfaction, reservice intention

Quality of service can affect customer satisfaction AHASS Tongan that can lead to a interest in servicing the AHASS Tongan. Because if customers already experience the service before and were satisfied with the service, the customer is likely to be doing the next service in the same place.

The aim of research to determine

(1) description on Service Quality, Customer Satisfaction and reservice intention,

(2) The direct effect of Quality of Service to the reservice intention,

(3) The direct effect of service quality on customer satisfaction,

(4) The direct effect of customer satisfaction on Repeat Servis interest, and

(5) The indirect effect of the interest in the Service Quality of Service through Customer Satisfaction AHASS Tongan.

This study uses a quantitative approach to the type of descriptive and explanatory research. The instrument used was a questionnaire enclosed processed in Test Validity and Test Reliability with a valid and reliable results. The study population was AHASS Tongan Repair service users in Malang (infinite population). The sampling technique using Non Probability Sampling technique, based on the following criteria: that the respondent was never served one time and interest will be served again in the AHASS Tongan. Daniel sample calculation using the formula with the number of 140 respondents Terrel. The analysis used is path analysis. Test prerequisites through normality test with the results of residual normal distribution.

The results showed that the respondents' perceptions of service quality, customer satisfaction, and the interest of the service has been good with a value of 4.08 GrandMean service quality, customer satisfaction and interest servicing 3.97 3.86 birthday which included high grade intervals category. Results of path analysis

(1) Quality of Service directly affects the interests Servis,

(2) Service Quality directly affects customer satisfaction,

(3) Customer satisfaction directly affects the interests of reservis, and

(4) Quality of Service effect not directly against the interests Servis through Customer Satisfaction AHASS Tongan.

 

AHASS Tongan must maintain consistency of service quality and customer needs by giving individual attention to customers and providing competitive and standard prices and adding facilities such as free drinks, wifi connections, air conditioning and others so that customers feel comfortable while waiting for their motorcycle service turn . So that the customer will re-service the AHASS Tongan.