PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA JASA BIMBINGAN BELAJAR RANKING DELI SERDANG
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Hadi Panjaitan
Diana Florenta Butar-Butar
Ben Setiawan
Jopinus Saragih
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas pelayanan yang terdiri dari bukti fisik, keaandalan, daya tanggap, jaminan, dan empati terhadap kepuasan pelanggan pada pengguna jasa Bimbingan Belajar Ranking Deli Serdang. Populasi dalam penelitian ini adalah siswa SMA yang menggunakan jasa Bimbingan Belajar Ranking sebanyak 218 orang. Sampel dalam penelitian ini adalah 70 responden. Pengumpulan data primer dilakukan dengan menggunakan kuesioner yang diukur dengan skala Likert. Data sekunder diperoleh dari buku-buku yang berkaitan dengan penelitian. Teknik analisis yang digunakan adalah analisis regresi linear berganda. Hasil penelitian data menunjukkan bahwa kualitas pelayanan yang meliputi bukti fisik, keandalan, daya tanggap, jaminan, dan empati secara serentak berpengaruh positif dan signifikan terhadap terhadap kepuasan pelanggan pada pengguna jasa Bimbingan Belajar Ranking Deli Serdang. Hasil uji signifikasi secara parsial menyatakan bahwa bukti fisik, daya tanggap, jaminan, dan empati berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sedangkan keandalan berpengaruh positif dan tidak signifikan terhadap kepuasan pelanggan pada pengguna jasa Bimbingan Belajar Ranking Deli Serdang. Dan hasil uji F adalah Ftabel = 2,36, dimana Fhitung > Ftabel (63,263 > 2,36) yang artinya secara serentak terdapat pengaruh yang positif dan signifikan dari variabel–variabel independen yaitu bukti fisik, keandalan, daya tanggap, jaminan, dan empati terhadap variabel dependen terhadap kepuasan siswa pada Bimbingan Belajar Ranking Deli Serdang.
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