PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PT. POS INDONESIA (PERSERO) KC TARUTUNG

Abstract

Customer satisfaction is what customers want and expect for product quality, quality of service, price, and ease of obtaining goods or services as expected. The purpose of this study is to determine the effect of Service Quality and Product Quality on Customer Satisfaction both partially and simultaneously. The variables used in this study are service quality, product quality, and customer satisfaction. This study uses Purposive Sampling, which is the determination of samples by determining special characteristics in accordance with the purpose of the study. The population in this study was 23,596 people and the sample used in this study was 100 people. The analysis used is Statistical Product and Service Solutions (SPSS) 2 2. The correlation of the variable Service Quality (X1) with Customer Satisfaction is 0.425, so it is included in the Weak category. The correlation of the variable Product Quality (X2) with Customer Satisfaction (Y) is 0.440, so it is included in the weak category. R square of 34.5%, this shows that the influence of Service Quality (X1) and Product Quality (X2) on Customer Satisfaction (Y) at PT. Pos Indonesia (Persero) KC Tarutung is 34.5% and the remaining 65.9% is influenced by factors not discussed in this study. The regression equation is Y = a + b1X1 + b2X2 = 22.470 + 0.430X1 + 0.265X2. This means that these two variables, namely Service Quality and Product Quality simultaneously have a positive and significant effect on Customer Satisfaction at PT. Pos Indonesia (Persero) KC Tarutung. In accordance with the test conditions, F _count 15.170 > F_table 3.090. This means that both variables, namely Service Quality and Product Quality simultaneously have a positive and significant effect on the variable of Customer Satisfaction at PT. Pos Indonesia (Persero) KC Tarutung. Thus the Hypothesis is accepted.