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PENGARUH IKLAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI HYPERMART CAB. SERPONG


Oki Rosanto
STMIK Nusamandiri Jakarta

Oki.okr@nusamandir.ac.id

Widya Cipta Vol. III No.1, Maret 2012, ISSN:2550-0805

Abstract:

The purpose of this study was to determine the influence of advertising and service quality on customer satisfaction at Hypermart PT. Matahari Putra Prima, Tbk in WTC Serpong. The research was conducted by survey method by looking for correlations between the independent variables and the dependent variable, the coefficient of multiple determination and analysis of multiple regression equations. The results showed that there are significant advertising and significant service quality to customer satisfaction at Hypermart PT. Matahari Putra Prima, Tbk in WTC Serpong. Of multiple linear regression analysis found that the advertising variables and service quality has a significant impact on customer satisfaction at Hypermart PT. Matahari Putra Prima, Tbk Serpong. By using the degree of confidence (confidence level) of 95% (α = 0.05), shows that advertising variables and variables with the same service quality affects customer satisfaction improvement. Of regression coefficients shows that b2 has a value greater than b1 so that the two variables have the same influences. Thus from the above is known that the variable advertising and service quality has a significant influence on customer satisfaction in Hypermart PT. Matahari Putra Prima, Tbk in WTC Serpong.

Keyword:

advertising, service quality, customer satisfaction


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