THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT THE CAHAYA KOMUNIKA MOBILE COUNTER

Abstract

Researchers aim to determine the effect of service quality on customer satisfaction on the counter of Cahaya Komunika cellphones. The research method used is quantitative, and the population in this study is a customer of a Cahaya Komunika mobile phone counter. The sampling method in this study used the purposive sampling method with an accidental sampling technique. The data analysis techniques used are multiple linear regesion analysis and the Anova test. Respondents in this study numbered 60 consumers of Cahaya Komunika cellphone counters, with characteristics: (1) 36 respondents, or 60%, were female, and 24 respondents, or 40%, were male. (2) 30 respondents or 50.8% aged 20-30 years, 28 respondents or 47.5% aged < 19 years, 1 respondent or 1.17% aged 41-50 years. (3) 32 respondents, or 53.3%, were recorded as students, 15 respondents or 25% were recorded as not yet/not working, 9 respondents or 15% were recorded as employees, and 4 respondents or 6.7% were recorded as self-employed.