Peranan Atribut Produk dan Kualitas Pelayanan terhadap Kepuasan Konsumen di PT. SUN STAR MOTOR Wonorejo Lumajang

Abstract

One business that is very high in competition today is a transportation dealer company. Because it can be seen from the number of transportation dealers in the area of ??Lumajang city, especially car transportation. Dealer PT. SUN STAR MOTOR was established in 2012, located in Krajan, Wonorejo, Kedungjajang District, Lumajang Regency, East Java. This study aims to determine the role of product attributes and service quality on customer satisfaction both partially and simultaneously. This research is quantitative research by looking for a relationship between two or more variables that are causal. The samples taken were 60 people using accidental sampling technique. Using the SPSS 25 test tool. The results of this study indicate that product attributes have no partial effect on customer satisfaction at dealer PT. Sun Star Motor LumajangWonorejo. Service quality has a partial effect on customer satisfaction at dealer PT. Sun Star Motor LumajangWonorejo. Product attributes and service quality have a simultaneous effect on customer satisfaction at dealer PT. Sun Star Motor LumajangWonorejo. With the Determination coefficient (R Square) obtained at 0.553. This means that 44.7% of customer satisfaction can be explained by other variables not examined in this study.