PENGARUH LIMA DIMENSI KUALITAS PELAYANAN TERHADAP KEPUASAN ANGGOTA KOPERASI SUSU WARGA MULYA PURWOBINANGUN PAKEM

Abstract

Abstrak

            Tujuan penelitian mengetahui pengaruh: (1) keandalan terhadap kepuasan anggota, (2) daya tanggap terhadap kepuasan anggota, (3) jaminan terhadap kepuasan anggota, (4) empati terhadap kepuasan anggota, (5) bukti fisik terhadap kepuasan anggota (6) keandalan, daya tanggap, jaminan, empati, dan bukti fisik terhadap kepuasan anggota. Teknik pengumpulan data menggunakan kuesioner tertutup dengan alternatif skala likert. Alat analisis menggunakan regresi linier berganda. Hasil penelitian ini adalah: (1) terdapat pengaruh positif signifikan keandalan terhadap kepuasan, t hitung 3,959, signifikansi 0,000, (2) tidak terdapat pengaruh positif signifikan daya tanggap terhadap kepuasan, t hitung -1,545, signifikansi 0,126, (3) terdapat pengaruh positif signifikan jaminan terhadap kepuasan, t hitung 2,019, signifikansi, (4) tidak terdapat pengaruh positif signifikan empati terhadap kepuasan, t hitung 0,012,  signifikansi 0,991, (5) terdapat pengaruh positif signifikan bukti fisik terhadap kepuasan, t hitung 2,416, signifikansi 0,018, (6) terdapat pengaruh positif signifikan keandalan, daya tanggap, jaminan, empati, bukti fisik terhadap kepuasan, signifikansi 0,000, koefisien determinasi (R²) 0,468.

Kata kunci: Kualitas Pelayanan, Kepuasan Anggota

Abstract

This study aims to investigate: (1) the effect of reliability on members’ satisfaction, (2) the effect of responsiveness on members’ satisfaction, (3) the effect of assurance on members’ satisfaction, (4) the effect of empathy on members’ satisfaction, (5) the effect of tangibles on members’ satisfaction, and (6) the effects of reliability, responsiveness, assurance, empathy, and tangibles on members’ satisfaction. This was a quantitative study. The research setting was Warga Mulya Milk Cooperative of Purwobinangun, Pakem, Sleman. The research population comprised 1.290 members. The research sample was selected using Yamane equation, resulting in 92.81 rounded to 100. The data collecting technique was a closed questionnaire with answer alternatives using the Likert Scale. The analysis technique was multiple linear regression analysis using F-test and t-test. The results of the study are as follows. (1) There is a significant positive effect of the reliability dimension on the cooperative members’ satisfaction, with t_observed=3.959 > t_table=1.985 and a significance of 0.000 < 0.05. (2) There is no significant positive effect of the responsiveness dimension on the cooperative members’ satisfaction, with t_observed=-1.545 < t_table=1.985 and a significance of 0.126 > 0.005. (3) There is a significant positive effect of the assurance dimension on the cooperative members’ satisfaction, with t_observed=2.019 > t_table=1.985 and a significance of 0.046 < 0.05. (4) There is no significant positive effect of the empathy dimension on the cooperative members’ satisfaction, with t_observed=0.012 < t_table=1.985 and a significance of 0.991 > 0.005. (5) There is a significant positive effect of the tangibles dimension on the cooperative members’ satisfaction, with t_observed= 2.416 > t_table=1.985 and a significance of 0.018 < 0.05. (6) There is a significant positive effect of the reliability, responsiveness, assurance, empathy, and tangibles dimensions on the cooperative members’ satisfaction, with a significance of 0.000 < 0.05, a coefficient of determination (R²) of 0.468 or 46.8%.

Keywords: Service Quality, Members’ Satisfaction