PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA TOKO ACEL FOTO STUDIO PALEMBANG

ABSTRACT

This study aims to prove the effect of service quality which consists of physical evidence, reliability, responsiveness, assurance and empathy on customer satisfaction at Acel Foto Studio Palembang Store. The types of data used in this study are primary data and secondary data. The sample in this study was 100 respondents who met the criteria using a purposive sampling technique. The data analysis technique used is validity test, reliability test, classic assumption test which consists of normality test, multicollinearity test, and heteroscedasticity test, multiple linear regression analysis, hypothesis test which consists of t test and coefficient of determination. The results in the study show that service quality which consists of physical evidence, reliability, responsiveness, assurance and empathy has a positive and significant effect on customer satisfaction.

Keywords: Service Quality and Customer Satisfaction