Pengaruh Kualitas Pelayanan, Handling Complaint, dan Citra Perusahaan Terhadap Kepuasan Konsumen

Studi di PT. Sun Star Motors Mitsubishi Denpasar

Abstract

In today's business era, the service industry has experienced a rapid and significant increase. Maintaining the continuity of the company is very important by creating customer satisfaction so that the possibility of consumers making a decision to come again is even greater. In building customer satisfaction, it is influenced by several factors such as service quality, handling complaints, and company image. The formulation of the problems and objectives in this,study were to,determine the,effect,of,service,quality, complaint handling,and company image,on customer satisfaction. The location of this research is at ,PT. Sun Star Motor,Denpasar, the sample used is 100 respondents and the data collection method uses quantitative. Methods of data analysis using the validity test, reliability, classical assumptions, multiple linear regression, coefficient of determination, t test and F test. Based on the research results, it can be seen that: service quality has a significant positive effect on customer satisfaction, handling complaint has a significant positive effect on customer satisfaction, company image has a significant positive effect on customer satisfaction, simultaneously the independent variable has a significant effect. on customer satisfaction, the amount of influence of the independent variables on customer satisfaction is 50.7%. PT. Sun Star Motor Denpasar is expected to always supervise employees at work, provide training to employees, always provide optimal service and provide fast responses and be polite to consumers.