Analisis Hubungan Kualitas Jasa terhadap Kepuasan Konsumen pada Lembaga Pendidikan Kejuruan

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Abstract

Kepuasan konsumen dapat dimaknai sebagai tanggapan konsumen atas penilaian suatu produk atau pelayanan, yang mana dapat memberikan tingkat hubungan konsumsi yang dapat memuaskan konsumen. Permasalahan penelitian ini tentang apakah dimensi kualitas layanan (reliability, responsiveness, assurance, emphaty, dan tangible) memiliki hubungan positif dengan kepuasan konsumen. Tujuan penelitian untuk menguji hubungan kualitas jasa dengan kepuasan konsumen pada (LPK) di Kota “X”. Responden dalam penelitian ini adalah seluruh konsumen yang menjadi peserta kursus pada LPK di Kota “X”. Pengambilan sampel dilakukan melalui kriteria purposive sampling yaitu sejumlah 88 responden. Untuk mengetahui tingkat validitas dan reliabilitas data maka dilakukan analisis faktor dengan metode confirmatory factor analysis dan reliabilitas, kemudian dianalisis menggunakan analisis korelasi rank spearman. Metode analisis data menggunakan korelasi rank spearman. Hasil penelitian menunjukkan bahwa dimensi kualitas layanan seperti reliability, responsiveness, assurance, emphaty, tangible memiliki hubungan positif dengan kepuasan konsumen artinya semakin baik dimensi kualitas layanan diterapkan maka semakin meningkatkan kepuasan konsumen.

 

Consumer satisfaction can be interpreted as a response to consumers’ assessment of a product or service, which can provide a level of relationship that satisfy consumer consumption. The problem of research whether service quality dimensions (reliability, responsiveness, assurance, empathy, and tangible) had a positive relationship with customer satisfaction. The purpose of research to examine the relationship of service quality with customer satisfaction at (LPK) in the City “X”. Respondents in reseach are all consumers who participated in a course on the LPK in the City “X”. Sampling was done through purposive sampling criteria are a number of 88 respondents. To determine the validity and reliability of the data by the Confirmatory Factor Analysis and reliability, then analyzed using Spearman rank correlation analysis. The results showed that the dimensions of service quality as (reliability, responsiveness, assurance, empathy, tangible) positively related to customer satisfaction means that the better the dimensions of quality of service applied then further improve customer satisfaction.

Keywords

Service Quality;Reliability;Responsiveness;Empathy; Customer Satisfaction

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References

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