PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA HOKBEN

Abstract

This study aims to analyze the influence of service quality on customer satisfaction at HokBen fast food restaurant. A quantitative method was employed with data collection through questionnaires distributed to 30 HokBen customers. The results of linear regression analysis show a positive and significant effect of service quality on customer satisfaction with a correlation coefficient (R) of 0.732 and a coefficient of determination (R²) of 0.536. This indicates that service quality explains 53.6% of the variation in customer satisfaction, while the remaining 46.4% is influenced by other factors not examined in this study. The F test yielded an F value of 32.363 with a significance level of p < 0.001, proving that the regression model can be used to predict customer satisfaction. Regression coefficient analysis shows a constant value of -2.550 and a service quality variable coefficient of 1.070 (t = 5.689; p < 0.001), which means that each unit increase in service quality will increase customer satisfaction by 1.070. This study concludes that HokBen management needs to focus on improving service quality as a key strategy to enhance customer satisfaction.