ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP KEPUASAN KONSUMEN CV. BERLIAN AQIQAH

Abstract

CV Berlian Aqiqah is a company engaged in the provision of services for sacrificial animals and aqiqah. Customer satisfaction is a very important factor for companies to maintain and increase market share. Therefore, it is important for CV Berlian Aqiqah to understand the factors that influence customer satisfaction and improve the quality of services offered. In this case, researchers used a sampling technique called Purposive Sampling. To determine the number of samples in Structural Equation Modeling (SEM) analysis, Consumer Trust on Consumer Satisfaction has an f-square value of 0.055 which can be interpreted that Consumer Trust has a "strong" influence on Consumer Satisfaction. The path coefficient obtained from the relationship between the Consumer Trust variables with Consumer Satisfaction 0.234 with a t-statistic value of 2.518. This value is greater than t-Table 1.65481 at a significance level of α0.5 (5%) and P values 0.006, this indicates that there is a significant influence on the relationship between Consumer Trust and Consumer Satisfaction or the first hypothesis (H1) is accepted. The relationship of Consumer Commitment to Consumer Satisfaction has an f-square value of 0.020 which can be interpreted that Consumer Commitment has a "medium/moderate" effect on Consumer Satisfaction.