PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN
PT. MATAHARI DEPARTMENT
STORE BENGKULU

PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN
PT. MATAHARI DEPARTMENT
STORE BENGKULU

PT. Matahari Department Store, is a company that has a good image in the community, therefore PT. Matahari Department Store is visited especially when there is a bazaar, discounts, Eid, and the end of the year, where visitors to PT. Matahari Department Store is more crowded and crowded, employees tend not to work according to service standards. The purpose of this study is to determine whether the quality of service and corporate image affect customer satisfaction at PT. Matahari Department Store Bengkulu. This research method the author uses quantitative research. The population in this study are consumers of PT. Matahari Department Store Bengkulu whose number is unknown. The sample used was 100 respondents who were considered to have met the requirements. To find out how much the change in the value of the Y variable when variable X is changed or manipulated, a statistical calculation using multiple linear regression analysis is used. The results showed the regression equation Y = 0.414 + 0.414 X1 + 0.653 X2 + e. Based on the hypothesis table above, it can be seen that the value of the variable Corporate Image (X1) is equal to 0,000. So it can be concluded tsig <0.05 which means that there is a significant influence between the Corporate Image of PT. Matahari Department Store. The value for the variable Service Quality (X2) is equal to 0,000. Then it can be concluded tsig <0.05 which means there is a significant influence between Service Quality on Consumer Satisfaction of PT. Matahari Department Store. The Fsig value for the Corporate Image (X1) and Service Quality (X2) variables is 0,000. So it can be concluded Fsig <0.05 which means that together the Corporate Image and Service Quality has a significant effect on the Consumer Satisfaction of PT. Matahari Department Store.

EVIN KURNIA
1534020127

STUDI MANAJEMEN

UPT

30/03/2021

UNIVERSITAS MUHAMMADIYAH BENGKULU
BENGKULU

UNIVERSITAS MUHAMMADIYAH BENGKULU
BENGKULU

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