BINUS UNIVERSITY

Fakultas Ekonomi dan Komunikasi

Jurusan Marketing Komunikasi
Skripsi Sarjana Ilmu Komunikasi
Semester Genap tahun 2012/2013

PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN
DAN KUALITAS PELAYANAN (STUDI PADA BINUS SQUARE HALL OF
RESIDENCE)

Imanuel Nugraha Selaksa / 1301011853

ABSTRAK
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas pelayanan
yang dilakukan divisi marketing dan divisi operasional baik secara parsial maupun simultan
terhadap kepuasan konsumen dan loyalitas pelanggan di Binus Square Hall of Residence.
Penelitian ini menggunakan lima dimensi untuk mewakili variabel kualitas pelayanan:
tangible, reliability, responsiveness, assurance, dan empathy. Penelitian ini menggunakan
pendekatan kuantitatif asosiatif kausal. Sebanyak 106 responden diambil sebagai sampel
melalui metode purposive sampling. Teknik pengumpulan data menggunakan kuesioner dan
pengukuran data menggunakan skala likert. Analisis data menggunakan uji t, Uji F dan
metode regresi linear berganda, dengan perangkat lunak SPSS 17. Dari hasil penelitian
diketahui bahwa kualitas pelayanan yang dilakukan oleh divisi marketing dan divisi
operasional berpengaruh signifikan terhadap kepuasan konsumen dan loyalitas pelanggan.
Secara parsial, dimensi reliability dari kualitas pelayanan pada divisi marketing
berpengaruh signifikan terhadap kepuasan konsumen; dan dimensi reliability dan dimensi
assurance dari kualitas pelayanan yang dilaksanakan oleh divisi operasional berpengaruh
signifikan terhadap kepuasan konsumen. Lebih jauh lagi, secara parsial kualitas pelayanan
yang dilakukan divisi marketing dan divisi operasional tidak berpengaruh signifikan
terhadap loyalitas pelanggan.

Kata Kunci : Kualitas Pelayanan, Kepuasan Konsumen, Loyalitas Pelanggan














BINUS UNIVERSITY
Faculty of Economic and Communication
Major in Marketing Communication
Thesis of Undergraduate Communication Science
Even Semester year 2012/2013

THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AND
CUSTOMER LOYALTY (A STUDY ON BINUS AQUARE HALL OF RESIDENCE)


Imanuel Nugraha Selaksa / 1301011853


ABSTRACT
The research is aimed at identifying and analyzing the influence of service quality that has
been provided by the marketing division and operations division of Binus Square Hall of
Residence. The service has been provided either partially or simultaneously in order to
obtain customer satisfaction and customer loyalty. The instrument tools (questionaire) is
developed using the concepts of service quality, customer satisfaction, and customer loyalty.
There are five dimensions in the concept of service quality: tangible, reliability,
responsiveness, assurance, and empathy. This research used quantitative associative causal
approach and purposive sampling method to determine its hundred and six respondents.
Data are measured with Likert Scale and analyzed using SPSS 17. Data analyze used t-test,
F-test and multiple linear regression method. The result of this reseacrh is that service
quality conducted by the marketing division and operational division has significantly
influenced the customer satisfaction and cutomer loyalty. In the partially reliability
dimension from service quality tools by marketing division has influenced to the customer
satisfaction.; reliability dimension and assurance dimension from service quality by
operasional division has influence partially to the customer satisfaction. The service quality
either partially which has been provided by marketing and operational division has no
significant influence through the customer loyalty.

Kata Kunci : Service Quality, Costumer Satisfaction, Customer Loyalty