ANALISIS PENGARUH BUKTI LANGSUNG, KEHANDALAN, DAYA TANGGAP, JAMINAN DAN EMPATI TERHADAP KEPUASAN PELANGGAN (Studi kasus pada perusahaan Purwa Caraka Music Studio Cabang Setiabudi)

Abstract

Purwacaraka Music Studio is a company dedicated in music education. PurwaCaraka Music Studio offers a variety of courses suitable for different ages. The formulation of the problem in this research is how the influence of Direct Evidence, Reliability, Responsiveness, Guarantee and Empathy to customer satisfaction.
The analysis technique used is Multiple Linear Regression. Based on the analysis results can be seen that X1 -0.321 shows the value of tarithmetic equal to -0.321 < ttable 0.677 with significance of 0.749. So reject the hypothesis that prove direct evidence affect customer satisfaction. X2 2.369 This shows the value of tarithmetic of 2.369 > ttable 0.677 with significance 0.20. So accept a hypothesis that states reliability has a positive effect on customer satisfaction. X3 0.946 shows the value of tarithmetic of 0.946 > ttable 0.677 with significance of 0.347. So reject the hypothesis that states responsiveness does not affect customer satisfaction. X4 -2,247 shows the value of tarithmetic equal to -2.247> ttable 0.677 with significance of 0.027. So accept the hypothesis that assurance negatively affects customer satisfaction. X5 -0.495 This shows the value of tarithmetic of -0.495 < ttable 0.677 with significance of 0.621. So reject the hypothesis that empathy does not affect customer satisfaction.
PurwaCaraka Music Studio Setiabudi branch must improve the direct evidence, improve reliability, responsiveness and assurance and maintain empathy for consumers to feel satisfied in the services provided by the company.
Keywords : Direct Evidence, Reliability, Responsiveness, Warranty and Empathy, Customer Satisfaction