ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Studi Kasus Di Minimarket Andina Mart Pabelan.
ANALISIS PENGARUH KUALITAS PELAYANAN
TERHADAP KEPUASAN PELANGGAN
(STUDI KASUS DI MINIMARKET ANDINA MART PABELAN)
SKRIPSI
Diajukan Untuk Memenuhi Tugas dan Syarat-syarat Guna Memperoleh
Gelar Sarjana Ekonomi Jurusan Manajemen Pada Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Surakarta
Disusun Oleh :
GALANGAGIO HARUNDA PRATAMA
B100110147
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH SURAKARTA
2015
MOTTO
Kunci hidup untuk sukses adalah kesabaran
iv
KATA PENGANTAR
Assalamu’alaikum Wr.Wb
Puji syukur kepada Allah SWT, atas segala anugerah, hikmat dan karuniaNya sehingga penulis dapat menyelesaikan skripsi dengan judul “ANALISIS
PENGARUH KUALITAS PELAYANAN TERHADAPKEPUASAN PELANGGAN(STUDI
KASUS DI MINIMARKET ANDINA MART PABELAN)” dengan
baik.
Penulis menyadari bahwa skripsi ini jauh dari sempurna karena
keterbatasan waktu dan pengalaman yang penulis miliki, namun penulis berharap
skripsi ini berguna bagi pembaca dalam memperluas wawasan dan pengetahuan
yang ada. Penulisan skripsi ini juga melengkapai syarat kelulusan guna
memperoleh gelar Sarjana Ekonomi Program Studi Manajemen di Fakultas
Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta.
Dalam penulisan skripsi ini tidak sedikit kesulitan yang ditemui oleh
penulis dalam menyelesaikan skripsi ini, banyak pihak yang telah membantu
dalam kelancaran penulisan skripsi ini. Sehingga penulis ingin mengucapkan
terimakasih kepada:
1. Dr. Triyono, SE., MSi., selaku Dekan Fakultas Ekonomi Universitas
Muhammadiyah Surakarta.
2. Dr. Anton Agus Setyawan,SE.,MSi, selaku Ketua Jurusan Manajemen
Fakultas Ekonomi Universitas Muhammadiyah Surakarta.
v
DAFTAR ISI
HALAMAN JUDUL...........................................................................................
i
HALAMAN PENGESAHAN .............................................................................
ii
HALAMAN PERNYATAAN KEASLIAN SKRIPSI ....................................... iii
HALAMAN MOTTO ......................................................................................... iv
KATA PENGANTAR ........................................................................................
v
DAFTAR ISI ..................................................................................................... vii
DAFTAR TABEL ...............................................................................................
x
DAFTAR GAMBAR .......................................................................................... xi
DAFTAR LAMPIRAN ....................................................................................... xi
ABSTRAKSI ..................................................................................................... xii
BAB I PENDAHULUAN ...................................................................................
1
A. Latar Belakang Masalah ................................................................................
1
B. Perumusan Masalah ......................................................................................
4
C. Tujuan Penelitian ..........................................................................................
4
D. Manfaat Penelitian ........................................................................................
5
E. Sistematika Penulisan Skripsi .......................................................................
5
BAB II TINJAUAN PUSTAKA.........................................................................
7
A. Tinjauan Teori ...............................................................................................
7
1. Pengertian Jasa .......................................................................................
7
2. Karakteristik Jasa ....................................................................................
8
3. Klasifikasi Jasa ........................................................................................ 10
vii
4. Pemasaran Jasa ........................................................................................ 12
5. Perilaku Konsumen ................................................................................. 12
6. StrategiMempertahankanPelanggan ........................................................ 20
7. Kepuasan Pelanggan ............................................................................... 21
B. Penelitian Terdahulu ..................................................................................... 25
C. Hipotesis ....................................................................................................... 29
BAB III METODOLOGI PENELITIAN............................................................ 30
A. Jenis Penelitian ............................................................................................ 30
B. KerangkaPemikiran ....................................................................................... 30
C. Definisi Oprasional dan Penjelasan Variabel ............................................... 31
D. Data dan Sumber Data .................................................................................. 34
E. Metode Pengumpulan Data ........................................................................... 35
1. Observasi ............................................................................................ 35
2. Kuesioner ............................................................................................ 36
3. Wawancara ............................................................................................ 37
4. Studi Pustaka......................................................................................... 37
F. Desain Pengambilan Sampel ......................................................................... 38
G. Metode Analisis Data .................................................................................... 40
1. Uji Validitas ............................................................................................ 40
2. Uji Reabilitas ........................................................................................... 40
3. Uji Asumsi Klasik ................................................................................... 41
4. Analisis Regresi Berganda ...................................................................... 44
5. Uji F (Uji Ketepatan Model) ................................................................... 45
viii
6. Uji t ....................................................................................................... 47
7. Koefisien Determinasi (R2) ..................................................................... 48
BAB IV HASIL ANALISIS DAN PEMBAHASAN ......................................... 50
A. Gambaran Umum Responden ....................................................................... 50
B. Deskripsi Variabel ......................................................................................... 54
C. Teknik Analisis Data......... ............................................................................ 61
1. Uji Validitas ............................................................................................ 61
2. Uji Reabilitas ........................................................................................... 62
D. Hasil Uji Asumsi Klasik .............................................................................. 63
E. Analisis Regresi Berganda ........................................................................... 67
F. Uji Hipotesis ................................................................................................ 69
1. Uji t .......................................................................................................... 69
2. Uji F ....................................................................................................... 72
3. Koefisien Determinasi (R2) ..................................................................... 73
G. Pembahasan ................................................................................................. 74
BAB V KESIMPULAN DAN SARAN.............................................................. 78
A. Kesimpulan .................................................................................................. 78
B. Saran ............................................................................................................ 79
DAFTAR PUSTAKA ......................................................................................... 81
ix
DAFTAR TABEL
Tabel 4.1 Jumlah Kunjungan ..........................................................................
50
Tabel 4.2 Jenis Kelamin ..................................................................................
51
Tabel 4.3 Pendidikan Terakhir .........................................................................
52
Tabel 4.4 Jenis Pekerjaan .................................................................................
53
Tabel 4.5 Penghasilan per Bulan ......................................................................
54
Tabel 4.6 Tanggapan Responden Mengenai Reliability ..................................
55
Tabel 4.7 Tanggapan Responden Mengenai Responsiveness ..........................
56
Tabel 4.8 Tanggapan Responden Mengenai Assurance ..................................
57
Tabel 4.9 Tanggapan Responden Mengenai Empathy .....................................
58
Tabel 4.10 Tanggapan Responden Mengenai Tangible ...................................
59
Tabel 4.11 Tanggapan Responden Mengenai Kepuasan Pelanggan ................
60
Tabel 4.12 Hasil Uji Validitas..........................................................................
61
Tabel 4.13 Hasil Uji Realibilitas ......................................................................
62
Tabel 4.14 Hasil Uji Normalitas ......................................................................
63
Tabel 4.15 Hasil Uji Heteroskedastisitas .........................................................
64
Tabel 4.16 Hasil Uji Multikolonearitas ............................................................
66
Tabel 4.17 Hasil Uji Autokorelasi ...................................................................
67
Tabel 4.18 Hasil Analisis Regresi Berganda ...................................................
68
Tabel 4.19 Hasil Uji t
..................................................................................
70
Tabel 4.20 Hasil Uji F
..................................................................................
73
Tabel 4.21 Hasil Koefisien Determinasi ..........................................................
74
x
DAFTAR GAMBAR
Gambar 2.1 PolaDasarPerilakuKonsumen .......................................................
13
Gambar 2.2 Model DasarPsikologis ................................................................
15
Gambar 2.3Model Howard-ShethUntukPerilakuPembelianKonsumen...........
17
Gambar 3.1 Kerangka Pemikiran Teoritis .......................................................
30
DAFTAR LAMPIRAN
Lampiran 1.LembarKuesioner .........................................................................
Lampiran 2. Data KuesionerResponden ..........................................................
Lampiran 3.TeknikAnalisa Data ......................................................................
Lampiran 4.UjiAsumsiKlasik ..........................................................................
Lampiran 5.Regresi Linier Berganda ...............................................................
Lampiran 6.Tabel R
..................................................................................
Lampiran 7.Tabel t
..................................................................................
Lampiran 8.Tabel F
..................................................................................
Lampiran 9.Tabel DW ..................................................................................
xi
ABSTRAKSI
Pada penelitian ini bertujuan untuk mengetahui pengaruh Kualitas
Pelayanan yang terdiri5 dimensi meliputi Reliability, Responsiveness,
Assurance, Empathy, dan Tangibles terhadap Kepuasan Pelanggan di
Minimarket Andina Mart Pabelan.
Populasi pada penelitian ini adalah pelanggan di Minimarket Andina
Mart Pabelan. Jumlah sampel (responden) pada penelitian ditetapkan
sebanyak 100 responden dengan menggunakan teknik pengambilansampel
yaitu Purposive Sampling yang merupakan teknik penentuan sampel dengan
pertimbangan tertentu dan pemilihan sampel berdasarkan pertimbangan
(judgement sampling) yang merupakan tipe pemilihan sampel secara tidak
acak yang informasinya diperoleh dengan menggunakan pertimbangan
tertentu. Metode analisis yang digunakan pada penelitian ini adalah dengan
menggunakan analisis regresi linear berganda serta uji hipotesis dengan uji t
dan uji F.
Berdasarkan hasil analisis dapat diambil kesimpulan penelitian
sebagai berikut, hasil uji t menunjukan bahwa Kulitas Pelayanan yang
dilihat dari 5 dimensi yang meliputi Reliability, Responsiveness, Assurance,
Empathy, dan Tangibles secara parsial mempunyai pengaruh yang
signifikan terhadap Kepuasan Pelanggan Minimarket Andina Mart Pabelan.
Hasil uji F menunjukkan bahwa kulitas pelayanan yang dilihat dari 5
dimensi yang Meliputi Reliability, Responsiveness, Assurance, Empathy,
dan Tangibles secara serentak mempunyai pengaruh yang signifikan
terhadap Kepuasan Pelanggan Minimarket Andina Mart Pabelan.Jadi
hipotesis pertama terbukti, dari ke-5 dimensi Kualitas Pelayanan yang
memberikan pengaruh paling dominan adalah variabel Reliability, jadi
hipotesis kedua tidak terbukti.
Kaya Kunci : Kepuasan Pelanggan, Kualitas Pelayanan.
xii
ABSTRACT
In this study aims to determine the influence of Quality of Service
which consists of 5 dimensions include Reliability, Responsiveness,
Assurance, Empathy and Tangibles on Customer Satisfaction in the Mini
Mart Andina Pabelan. The population in this study is a customer at Andina
Mini Mart Pabelan. Total sample (respondents) in study set of 100
respondents by using a sampling technique is purposive sampling which is a
sampling technique with a certain consideration and selection of samples
based on the judgment (judgment sampling) which is a type of sample
selection is not random that the information obtained by using judgment
certain. The analytical method used in this research is by using multiple
linear regression analysis and hypothesis testing by t test and F test.
Based on the results of the analysis can be concluded the following
research, t test results showed that the quality of their service visits from
five dimensions include Reliability, Responsiveness, Assurance, Empathy
and Tangibles partially have a significant impact on the Customer
Satisfaction Mini Mart Andina Pabelan. F test results showed that the
quality of their service visits from five dimensions Covering Reliability,
Responsiveness, Assurance, Empathy and Tangibles simultaneously have a
significant impact on the Customer Satisfaction Mini Mart Andina Pabelan.
Thus the first hypothesis is proven, of all five dimensions of Quality of
Service which provides the most dominant influence is variable Reliability,
so the second hypothesis is not proven.
Keywords: Reliability, Responsiveness, Assurance, Empathy, Tangibles,
Customer Satisfaction, and Quality of Service.
xiii
TERHADAP KEPUASAN PELANGGAN
(STUDI KASUS DI MINIMARKET ANDINA MART PABELAN)
SKRIPSI
Diajukan Untuk Memenuhi Tugas dan Syarat-syarat Guna Memperoleh
Gelar Sarjana Ekonomi Jurusan Manajemen Pada Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Surakarta
Disusun Oleh :
GALANGAGIO HARUNDA PRATAMA
B100110147
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS MUHAMMADIYAH SURAKARTA
2015
MOTTO
Kunci hidup untuk sukses adalah kesabaran
iv
KATA PENGANTAR
Assalamu’alaikum Wr.Wb
Puji syukur kepada Allah SWT, atas segala anugerah, hikmat dan karuniaNya sehingga penulis dapat menyelesaikan skripsi dengan judul “ANALISIS
PENGARUH KUALITAS PELAYANAN TERHADAPKEPUASAN PELANGGAN(STUDI
KASUS DI MINIMARKET ANDINA MART PABELAN)” dengan
baik.
Penulis menyadari bahwa skripsi ini jauh dari sempurna karena
keterbatasan waktu dan pengalaman yang penulis miliki, namun penulis berharap
skripsi ini berguna bagi pembaca dalam memperluas wawasan dan pengetahuan
yang ada. Penulisan skripsi ini juga melengkapai syarat kelulusan guna
memperoleh gelar Sarjana Ekonomi Program Studi Manajemen di Fakultas
Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta.
Dalam penulisan skripsi ini tidak sedikit kesulitan yang ditemui oleh
penulis dalam menyelesaikan skripsi ini, banyak pihak yang telah membantu
dalam kelancaran penulisan skripsi ini. Sehingga penulis ingin mengucapkan
terimakasih kepada:
1. Dr. Triyono, SE., MSi., selaku Dekan Fakultas Ekonomi Universitas
Muhammadiyah Surakarta.
2. Dr. Anton Agus Setyawan,SE.,MSi, selaku Ketua Jurusan Manajemen
Fakultas Ekonomi Universitas Muhammadiyah Surakarta.
v
DAFTAR ISI
HALAMAN JUDUL...........................................................................................
i
HALAMAN PENGESAHAN .............................................................................
ii
HALAMAN PERNYATAAN KEASLIAN SKRIPSI ....................................... iii
HALAMAN MOTTO ......................................................................................... iv
KATA PENGANTAR ........................................................................................
v
DAFTAR ISI ..................................................................................................... vii
DAFTAR TABEL ...............................................................................................
x
DAFTAR GAMBAR .......................................................................................... xi
DAFTAR LAMPIRAN ....................................................................................... xi
ABSTRAKSI ..................................................................................................... xii
BAB I PENDAHULUAN ...................................................................................
1
A. Latar Belakang Masalah ................................................................................
1
B. Perumusan Masalah ......................................................................................
4
C. Tujuan Penelitian ..........................................................................................
4
D. Manfaat Penelitian ........................................................................................
5
E. Sistematika Penulisan Skripsi .......................................................................
5
BAB II TINJAUAN PUSTAKA.........................................................................
7
A. Tinjauan Teori ...............................................................................................
7
1. Pengertian Jasa .......................................................................................
7
2. Karakteristik Jasa ....................................................................................
8
3. Klasifikasi Jasa ........................................................................................ 10
vii
4. Pemasaran Jasa ........................................................................................ 12
5. Perilaku Konsumen ................................................................................. 12
6. StrategiMempertahankanPelanggan ........................................................ 20
7. Kepuasan Pelanggan ............................................................................... 21
B. Penelitian Terdahulu ..................................................................................... 25
C. Hipotesis ....................................................................................................... 29
BAB III METODOLOGI PENELITIAN............................................................ 30
A. Jenis Penelitian ............................................................................................ 30
B. KerangkaPemikiran ....................................................................................... 30
C. Definisi Oprasional dan Penjelasan Variabel ............................................... 31
D. Data dan Sumber Data .................................................................................. 34
E. Metode Pengumpulan Data ........................................................................... 35
1. Observasi ............................................................................................ 35
2. Kuesioner ............................................................................................ 36
3. Wawancara ............................................................................................ 37
4. Studi Pustaka......................................................................................... 37
F. Desain Pengambilan Sampel ......................................................................... 38
G. Metode Analisis Data .................................................................................... 40
1. Uji Validitas ............................................................................................ 40
2. Uji Reabilitas ........................................................................................... 40
3. Uji Asumsi Klasik ................................................................................... 41
4. Analisis Regresi Berganda ...................................................................... 44
5. Uji F (Uji Ketepatan Model) ................................................................... 45
viii
6. Uji t ....................................................................................................... 47
7. Koefisien Determinasi (R2) ..................................................................... 48
BAB IV HASIL ANALISIS DAN PEMBAHASAN ......................................... 50
A. Gambaran Umum Responden ....................................................................... 50
B. Deskripsi Variabel ......................................................................................... 54
C. Teknik Analisis Data......... ............................................................................ 61
1. Uji Validitas ............................................................................................ 61
2. Uji Reabilitas ........................................................................................... 62
D. Hasil Uji Asumsi Klasik .............................................................................. 63
E. Analisis Regresi Berganda ........................................................................... 67
F. Uji Hipotesis ................................................................................................ 69
1. Uji t .......................................................................................................... 69
2. Uji F ....................................................................................................... 72
3. Koefisien Determinasi (R2) ..................................................................... 73
G. Pembahasan ................................................................................................. 74
BAB V KESIMPULAN DAN SARAN.............................................................. 78
A. Kesimpulan .................................................................................................. 78
B. Saran ............................................................................................................ 79
DAFTAR PUSTAKA ......................................................................................... 81
ix
DAFTAR TABEL
Tabel 4.1 Jumlah Kunjungan ..........................................................................
50
Tabel 4.2 Jenis Kelamin ..................................................................................
51
Tabel 4.3 Pendidikan Terakhir .........................................................................
52
Tabel 4.4 Jenis Pekerjaan .................................................................................
53
Tabel 4.5 Penghasilan per Bulan ......................................................................
54
Tabel 4.6 Tanggapan Responden Mengenai Reliability ..................................
55
Tabel 4.7 Tanggapan Responden Mengenai Responsiveness ..........................
56
Tabel 4.8 Tanggapan Responden Mengenai Assurance ..................................
57
Tabel 4.9 Tanggapan Responden Mengenai Empathy .....................................
58
Tabel 4.10 Tanggapan Responden Mengenai Tangible ...................................
59
Tabel 4.11 Tanggapan Responden Mengenai Kepuasan Pelanggan ................
60
Tabel 4.12 Hasil Uji Validitas..........................................................................
61
Tabel 4.13 Hasil Uji Realibilitas ......................................................................
62
Tabel 4.14 Hasil Uji Normalitas ......................................................................
63
Tabel 4.15 Hasil Uji Heteroskedastisitas .........................................................
64
Tabel 4.16 Hasil Uji Multikolonearitas ............................................................
66
Tabel 4.17 Hasil Uji Autokorelasi ...................................................................
67
Tabel 4.18 Hasil Analisis Regresi Berganda ...................................................
68
Tabel 4.19 Hasil Uji t
..................................................................................
70
Tabel 4.20 Hasil Uji F
..................................................................................
73
Tabel 4.21 Hasil Koefisien Determinasi ..........................................................
74
x
DAFTAR GAMBAR
Gambar 2.1 PolaDasarPerilakuKonsumen .......................................................
13
Gambar 2.2 Model DasarPsikologis ................................................................
15
Gambar 2.3Model Howard-ShethUntukPerilakuPembelianKonsumen...........
17
Gambar 3.1 Kerangka Pemikiran Teoritis .......................................................
30
DAFTAR LAMPIRAN
Lampiran 1.LembarKuesioner .........................................................................
Lampiran 2. Data KuesionerResponden ..........................................................
Lampiran 3.TeknikAnalisa Data ......................................................................
Lampiran 4.UjiAsumsiKlasik ..........................................................................
Lampiran 5.Regresi Linier Berganda ...............................................................
Lampiran 6.Tabel R
..................................................................................
Lampiran 7.Tabel t
..................................................................................
Lampiran 8.Tabel F
..................................................................................
Lampiran 9.Tabel DW ..................................................................................
xi
ABSTRAKSI
Pada penelitian ini bertujuan untuk mengetahui pengaruh Kualitas
Pelayanan yang terdiri5 dimensi meliputi Reliability, Responsiveness,
Assurance, Empathy, dan Tangibles terhadap Kepuasan Pelanggan di
Minimarket Andina Mart Pabelan.
Populasi pada penelitian ini adalah pelanggan di Minimarket Andina
Mart Pabelan. Jumlah sampel (responden) pada penelitian ditetapkan
sebanyak 100 responden dengan menggunakan teknik pengambilansampel
yaitu Purposive Sampling yang merupakan teknik penentuan sampel dengan
pertimbangan tertentu dan pemilihan sampel berdasarkan pertimbangan
(judgement sampling) yang merupakan tipe pemilihan sampel secara tidak
acak yang informasinya diperoleh dengan menggunakan pertimbangan
tertentu. Metode analisis yang digunakan pada penelitian ini adalah dengan
menggunakan analisis regresi linear berganda serta uji hipotesis dengan uji t
dan uji F.
Berdasarkan hasil analisis dapat diambil kesimpulan penelitian
sebagai berikut, hasil uji t menunjukan bahwa Kulitas Pelayanan yang
dilihat dari 5 dimensi yang meliputi Reliability, Responsiveness, Assurance,
Empathy, dan Tangibles secara parsial mempunyai pengaruh yang
signifikan terhadap Kepuasan Pelanggan Minimarket Andina Mart Pabelan.
Hasil uji F menunjukkan bahwa kulitas pelayanan yang dilihat dari 5
dimensi yang Meliputi Reliability, Responsiveness, Assurance, Empathy,
dan Tangibles secara serentak mempunyai pengaruh yang signifikan
terhadap Kepuasan Pelanggan Minimarket Andina Mart Pabelan.Jadi
hipotesis pertama terbukti, dari ke-5 dimensi Kualitas Pelayanan yang
memberikan pengaruh paling dominan adalah variabel Reliability, jadi
hipotesis kedua tidak terbukti.
Kaya Kunci : Kepuasan Pelanggan, Kualitas Pelayanan.
xii
ABSTRACT
In this study aims to determine the influence of Quality of Service
which consists of 5 dimensions include Reliability, Responsiveness,
Assurance, Empathy and Tangibles on Customer Satisfaction in the Mini
Mart Andina Pabelan. The population in this study is a customer at Andina
Mini Mart Pabelan. Total sample (respondents) in study set of 100
respondents by using a sampling technique is purposive sampling which is a
sampling technique with a certain consideration and selection of samples
based on the judgment (judgment sampling) which is a type of sample
selection is not random that the information obtained by using judgment
certain. The analytical method used in this research is by using multiple
linear regression analysis and hypothesis testing by t test and F test.
Based on the results of the analysis can be concluded the following
research, t test results showed that the quality of their service visits from
five dimensions include Reliability, Responsiveness, Assurance, Empathy
and Tangibles partially have a significant impact on the Customer
Satisfaction Mini Mart Andina Pabelan. F test results showed that the
quality of their service visits from five dimensions Covering Reliability,
Responsiveness, Assurance, Empathy and Tangibles simultaneously have a
significant impact on the Customer Satisfaction Mini Mart Andina Pabelan.
Thus the first hypothesis is proven, of all five dimensions of Quality of
Service which provides the most dominant influence is variable Reliability,
so the second hypothesis is not proven.
Keywords: Reliability, Responsiveness, Assurance, Empathy, Tangibles,
Customer Satisfaction, and Quality of Service.
xiii