PENGARUH KUALITAS PELAYANAN JASA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA PT. TRIMAS KEMASINDO CIKARANG THE INFLUENTED OF SERVICE QUALITY, PRODUCT QUALITY, AND IMAGE OF BRAND ON CUSTOMER SATISFACTION PRODUCT PT. TRIMAS KEMASINDO CIKARANG
DOI:
https://doi.org/10.36805/manajemen.v3i1.238Abstract
ABSTRAK Perkembangan produksi packaging minuman plastik beberapa tahun terakhir ini menunjukkan perkembangan yang cukup baik, sehingga persaingan antar perusahaan yang sejenis untuk mendapatkan pelanggan yang tetap semakin sulit. Beberapa faktor penyebab diduga karena kualitas pelayanan jasa, kualitas produk dan citra merek perusahaan dalam kepuasaan pelanggan yang saling bersaing. Penelitian ini bertujuan untuk memperoleh bukti-bukti empiris dan memperoleh kejelasan fenomena serta kesimpulan tentang pengaruh kualitas pelayanan jasa, kualitas produk, dan citra merek terhadap kepuasan pelanggan pada PT Trimas Kemasindo baik secara parsial maupun secara simultan. Untuk keperluan penelitian, metode yang digunakan pada penelitian ini terdiri dari metode deskriptif kuantatif. Pengambilan data dilakukan dengan cara penelitian lapangan, melalui penyebaran kuisioner yang terstruktur menggunakan skala likert. Analisis data untuk menggambarkan masing-masing variabel menggunakan analisis rentang skala. Sedangkan untuk menggambarkan pengaruh kualitas pelayanan jasa, kualitas produk dan citra merek terhadap kepuasan pelanggan dengan menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa kualitas pelayanan jasa, kualitas produk dan citra merek sangat berpengaruh pada kepuasan pelanggan. Dimana hasil perhitungan menggunakan koefesien determinasi diketahui bahwa 66,1% variabel kepuasan pelanggan dapat di jelaskan oleh variasi dari variabel kualitas pelayanan, kualitas produk dan citra merek. Kata Kunci: Kualitas Pelayanan Jasa, Kualitas Produk, Citra Merek, Kepuasan Pelanggan ABSTRACT Employee performance data on Training Office of Apparatus Ministry of Marine Affairs and Fisheries in 2016 shows the average performance of employees who are still not optimal. Several factors causing the cause of empathy, motivation of work and spiritual quotient of employees who are still low. This study aims to obtain empirical evidence and obtain clarity of phenomena and conclusions about the influence of empathy, motivation of work, and spiritual quotient on the performance of personnel Training Office Apparatus Ministry of Marine Affairs and Fisheries either partially or simultaneously. For research purposes, the method used in this study consists of descriptive and verification methods. Data collection is done by field research, through the spread of questionnaires that are structured using Likert scale. Data analysis to describe each variable using scale range analysis. While to describe the influence of empathy, motivation of work and spiritual quotient on employee performance by using path analysis. The results showed: 1) Empathy is in the range of very high scale, motivation of work is on a high scale, spiritual quotient is in a very high scale range and employee performance is in the high-scale range, 2) Empathy, motivation of work and spiritual quotient partially influential On employee performance of Training Office for Apparatus Ministry of Marine Affairs and Fisheries, and 3) Empathy, motivation of work and spiritual quotient simultaneously affect the performance of personnel Training Office for Apparatus Ministry of Marine Affairs and Fisheries with the amount of 42.8%. Keywords: Emphaty, Motivation of Work, Spiritual Quotient, Employee PerformanceDownloads
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