FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DALAM PENGGUNAAN JASA PENGIRIMAN BARANG
Abstract
ABSTRAKSemakin banyaknya perusahaan jasa kurir, semakin berlomba menawarkan jasa kurirnya dengan berbagai keunggulan yang ditonjolkan sebagai keunggulan bersaing berkelanjutan. Kepuasan konsumen perlu dipertahankan dengan cara memenuhi harapan konsumen. Tujuan penelitian ini untuk mengetahui pengaruh harga , pengaruh proses, pengaruh kualitas layanan konsumen terhadap kepuasan konsumen.
Populasi berjumlah 1000 orang konsumen PT. JNE Boyolali, sedangkan penentuan sampel menggunakan rumus Slovin dan diperoleh sampel sebanyak 91 responden dengan teknik pengambilan sampel, metode accidental sampling. Teknik pengumpulan data menggunakan kuesioner dan dokumentasi. Metode analisis data; uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji hipotesis t dan F serta uji koefisien determinasi.
Hasil uji t terdapat pengaruh signifikan antara harga terhadap kepuasan konsumen dengan nilai thitung = 6,096 > ttabel 1,662 dan probalilitas signifikansi 0,000 < 0,05. Hasil uji t terdapat pengaruh signifikan antara proses terhadap kepuasan konsumen dengan nilai thitung = 3,264 > ttabel 1,662 dan probalilitas signifikansi 0,002 < 0,05. Hasil uji t terdapat pengaruh kualitas layanan konsumen terhadap kepuasan konsumen dengan nilai thitung = 2,772 > ttabel 1,662 dan probalilitas signifikansi 0,007 < 0,05. Uji F diperoleh hasil dengan nilai Fhitung = 63,004 > Ftabel 2,48 dan probabilitas signifikansi 0,000 < 0,05, sehingga model tersebut layak dignakan . Koefisien determinasi sebesar 0,674 berarti 68,5% variasi perubahan kepuasan konsumen dijelaskan oleh harga, proses, dan kualitas layanan konsumen, sedangkan 31,5% dipengaruhi oleh variabel penelitian lain.
Berdasarkan hasil penelitian disimpulkan bahwa faktor-faktor yang mempengaruhi kepuasan konsumen dalam penggunaan jasa pengiriman barang; harga, proses, dan kualitas layanan konsumen secara parsial . Saran yang dapat diberikan, hendaknya perusahaan lebih memperhatikan dalam hal penetapan harga, proses dan kualitas layanan terkait proses dalam mengirim barang, dan kualitas layanan agar sesuai bahkan dapat melebihi harapan konsumen dan dapat membuat konsumen puas.
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