Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Bus Listrik Di Kota Medan
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Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh tangible, responsiveness, empathy, assurance dan reliability terhadap consumer satisfaction. Dalam penelitian ini menggunakan jenis penelitian kuantitatif dengan teksnik pengambilan sampel yaitu teknik purposive sampling dengan sampel sebanyak 96 responden. Data penelitian ini diperoleh dari penyebaran kuesioner terhadap pengguna bus listrik Medan. Analisis data yang digunakan dalam penelitian ini menggunakan bantuan program SMART-PLS versi 4.0. Metode analisis yang digunakan adalah Structural Equation Modelling (SEM), model pengukuran (outer model), pengukuran structural (inner model) dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa tangible berpengaruh positif terhadap berpengaruh positif terhadap consumer satisfaction, responsiveness tidak berpengaruh positif terhadap consumer satisfaction, empathy berpengaruh positif terhadap consumer satisfaction, assurance tidak berpengaruh positif terhadap consumer satisfaction dan reliability berpengaruh positif terhadap consumer satisfaction.
Kata kunci: tangible, responsiveness, empathy, assurance, reliability, consumer satisfaction
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DOI: https://doi.org/10.37531/yum.v8i3.10125
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