PENGARUH SERVICE QUALITY TERHADAP COSTUMER SATISFACTION ( STUDI PADA BISNIS JASA RENTAL VCD “ODIVA” VIDEO RENTAL CHAINSHOP CABANG PEKANBARU )

Abstract

Cassette rent business at the moment is a business that is not familiar to the business. This effort offers a rental service tape VCD/ DVD for people who want to borrow / rent back the movies you want to watch back through the tape media VCD/ VCD. As a business engaged in the service problems that may arise related to the quality service that will have an impact on customer satisfaction. Therefore, this study aims to examine the effect will be quality service consisting of Realibility, Responsiveness, Assurance, Empathy and Tangible impact on customer satisfaction and perceived by the customer ODIVA chainshop video rental pekanbaru branch. The research was conducted at the video rental ODIVA chainshop Pekanbaru branch. Odiva Video rental is one of the businesses engaged in rental services business VCD/ DVD. In line with this research, as the quality service and customer satisfaction variable X as the variable Y. the number of respondents by 99 people costumer. The results are based on the results of the t test (a partial test of the hypothesis that the regression coefficient parameters aimed to determine whether the independent variables had a significant effect on the dependent variable). Known t (15.136)> t table (1.985) and Sig. (0.000) <0.05. It means that service quality variables significantly influence customer satisfaction. From the above analysis it can be concluded that the influence of service quality and customer satisfaction at the "Odiva" Video Rental Chainshop Pekanbaru.