ANALYSIS OF THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN CV. SAKILA BANYUWANGI

Abstract

The business world cannot be separated from competition, where service quality is one of the
factors that must be owned by every business unit if you want to survive in business or
business competition. So that customers are satisfied with the services provided. The purpose
of this study was to determine the effect of service quality on customer satisfaction either
jointly or partially on CV. Sakila Banyuwangi. CV. Sakila is a business in the field of
printing, digital printing and screen printing whose business units include the manufacture of
print media and advertising. The type of research used in this research is descriptive research
that uses a quantitative approach. The analysis technique used is descriptive analysis
technique and by using multiple regression. While the sample technique used is a non-
probability sample that uses a total sample of 100 people. This study uses primary data
sourced from direct observation and questionnaires distributed to respondents, where the
respondents are customers of CV. Sakila Banyuwangi which is then analyzed using multiple
linear analysis. Based on the results of this study, service quality (X) which consists of
physical evidence, reliability, responsiveness, assurance and empathy simultaneously has a
significant effect on customer satisfaction with a value (p value) of 0.003 < 0.05. Some of the
results of the t-test that tested the variable (x) against (y) partially showed that only the
empathy variable did not have a significant effect on customer satisfaction with a total
significance (X5 value) of 0.353 <0.05. The implication of the results of the research above
shows that the variables of Physical Evidence, Reliability, Responsiveness, Assurance have a
significant effect on managerial performance, this is what makes CV. Sakila Banyuwangi
printing is stable and can run smoothly in running its business in the world of printing
services, although in this study there is one variable, that is Empathy has no significant
positive effect.