AN ANALYSIS OF THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION :  CASE STUDY OF MICRO ENTERPRISES AT VARIOUS CHIPS INDUSTRY ‘’ARTO MORO’’, AMPEL, BOYOLALI

UNNA RIA SAFITRI; A. FIDHDIARR ARIESTANTO TNK; PURWANTI

UNNA RIA SAFITRI MANAGEMENT STUDY PROGRAM, FACULTY OF ECONOMICS, BOYOLALI UNIVERSITY
A. FIDHDIARR ARIESTANTO TNK MANAGEMENT STUDY PROGRAM, FACULTY OF ECONOMICS, BOYOLALI UNIVERSITY
PURWANTI MANAGEMENT STUDY PROGRAM, FACULTY OF ECONOMICS, BOYOLALI UNIVERSITY

Keywords: Service Quality, Customer Satisfaction, Micro Enterprise, Ampel

Abstract

In this study the quality of service includes direct evidence, reliability, responsiveness, assurance and empathy. This study will look at the effect of simultaneous and partial service quality on customer satisfaction. The data collection techniques used are questionnaires, interviews, observations and documentation conducted from May to July 2018. Sampling techniques used incidentally, all data are analyzed with percentage analysis, multiple linear regression analysis, determination coefficient, F test and t test. The number of samples in this study was 100 respondents.

From hypothesis testing it is known that the skin of the service simultaneously positively affects the customer satisfaction of Aneka Kripik "ARTO MORO". Partially responsiveness variables, Assurance variables, and empathy variables have a positive influence on customer satisfaction Aneka Kripik "ARTO MORO" while direct evidence variables and reliability variables have no effect on customer satisfaction Aneka Kripik "ARTO MORO". Of the three variables that have an effect, the most dominant responsiveness variable.

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