ANALISIS KEPUASAN KONSUMEN DI PERUMDA PASAR SEWAKADARMA

Abstract

Customer satisfaction is a person's feelings of pleasure or disappointment as a result of comparisons between achievements or products that are based on and expected. Service quality is the expected level of excellence and control over that level of excellence to meet customer desires. In addition, the current economic developments will have a considerable impact on the business world. In terms of facing competition in the business world, Sewakadarma Market creates good services. Therefore, based on this the author is interested in analyzing the level of satisfaction felt by consumers in the Sewakadarma Market.

In this study, the author uses a Likert scale test method and Multiple Regression where the author provides a questionnaire whose contents are in the form of questions that must be answered by the respondent (Consensus).

The results of this study are the quality of service which consists of tangible, reliability, responsiveness, assurance and empathy has a significant positive effect on consumer satisfaction at Perumda Pasar Sewakadarma either partially or simultaneously with an effect of 98%. While the most dominant variable affecting consumer satisfaction at Perumda Pasar Sewakadarma is the empathy variable with a beta coefficient of 0.692.