PENGARUH KUALITAS PELAYANAN PAKET WISATA TERHADAP KEPUASAN KONSUMEN PADA PT. NAIFAH DUTA UTAMA TOURS & TRAVEL PEKANBARU

Abstract

The formulation of the problem in this research is how the influence of service quality seen from Tangibles, Reliability, Responsiveness, Assurance, and Emphaty to the satisfaction of customers in PT. Naifah Duta Utama Tours & Travel Pekanbaru. The hypothesis of this research is service quality has significant influence to the satisfaction of package tour customers PT. Naifah Duta Utama Tours & Travel Pekanbaru, (Zeithaml, 2004). This research is intended to know the influence of service quality (Tangible, Reliability, Responsiveness, Assurance, and Emphaty) either partially or simultaneously to the satisfaction of customers and to know the more dominant influence from quality service. This research used quantitative method. There are 100 samples collected using stratified sampling. collecting is done using questioner and documentation. Instrument test is done by validity and reliability test. Multiple linear regression and classical assumption test used as analysis test. Hypothesis test is done by F and T test. The value of determination coefficient (R Square) 59,7%, it means that the independent variable may describe the dependent variable, while the remaining 40,3% is explained by the other independent variables which are not included in the this study modal. Multiple linear regression, we get R square determinant coefficient with the number 0,597 or 59,7%. This determination coefficient is used to find out how big the influence of free indicator to dependent indicator. It means that Tangible, Reliability, Responsiveness, Assurance, and Emphaty variable have big influence to the customers satisfaction of tour package PT. Naifah Duta Utama Tours & Travel Pekanbaru with total number 59,7% and the rest 40,3% is influence by other indicator, which is not mentioned in this research.