The Effect of Service Quality Dimensions on Customer Satisfaction at Alfamidi Menteng Raya 2 Medan Tenggara

Khairati Fatma, Yuni Andri Ekawati, Widya Wardani, Hablil Ikhwana

Abstract


The purpose of this study was to analyze the influence of employee service quality dimensions on customer satisfaction. The research employed a quantitative approach, with the population consisting of all customers of Alfamidi Menteng Raya 2 Medan Tenggara, totaling approximately 6,000 customers per month. The sample was determined using the Slovin formula with a 10% margin of error, resulting in 100 respondents. Data were collected through questionnaires, direct observation, and documentation, while data analysis was performed using multiple linear regression with the assistance of the SPSS software. The findings revealed that, partially, only the empathy dimension had a positive and significant effect on customer satisfaction, with a t-value of 3.603 and a significance level of 0.001. However, simultaneously, all dimensions of service quality, including tangibles, reliability, responsiveness, assurance, and empathy, were found to have a significant influence on customer satisfaction, as indicated by an F-value of 15.785 and a significance level of 0.000. Furthermore, the Adjusted R Square value of 0.427 indicates that 42.7% of the variation in customer satisfaction can be explained by service quality, while the remaining 57.3% is influenced by other factors outside the research model.


Keywords


Service Quality, Customer Satisfaction, Alfamart

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DOI: https://doi.org/10.5281/zenodo.23503442

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Socius: Jurnal Penelitian Ilmu-Ilmu Sosial

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