Pengaruh Kualitas Pelayanan dan Persepsi Harga Terhadap Kepuasan Konsumen dalam Meningkatkan Penjualan Tiket Jurusan (Medan-Rantau Prapat) pada PT. Kereta Api Indonesia (Persero) Medan

Abstract

The study aims to determined effect of service quality and cost perceptions towards customer satisfaction of PT. KeretaApi Indonesia (Persero) Medan through primary and secondary data. As the causal associate research, a total sample as much as 94 respondents are obtained through accidental sampling method. Then, data were analyzed by statistical method, multiple linear regression analysis with t test and f test. In accordance with the t test, the outcome of study shows that service quality variable has the coefficient of regression as 0.507, but cost perceptions variable is 1.057. Thus, it explains that both variables are positively affecting the customer satisfaction in partial. Additionally, service quality (X1) has the significant value as much as 0.000 < 0.05 towards the customer satisfaction (Y), and cost perceptions (X2) has the significant value as much as 0.002 < 0.05 towards the customer satisfaction (Y). Service quality variable has the t value > t table (5.869 > 1.986) and cost perceptions variable has the t value > t table (2.037 > 1.986). In addition, service quality and cost perceptions are simultaneously show a significant impact towards customer satisfaction due to F value > F table (51.625> 3.10) and significance value is lower than the limit of significance value (0.000 < 0.05). The coefficient determination test shows the Adjusted R Square as much as 0.521. It can be concluded that service quality and cost perceptions are influencing the customer satisfaction as much as 52.1%. On the other hand, the other 47.9% might be contributed by the other elements which are not investigated in the study.