EFFECT OF SERVICE QUALITY CUSTOMER SATISFACTION LION AIR FLIGHTS AIRLINE SERVICES FATMAWATI SOEKARNO BENGKULU AIRPORT
The purpose of this study to determine the effect of service quality responsivness, Reliability, Assurance, Empathy and Tangibles on the level of customer satisfaction services Airlines Lion Air flight at Fatmawati Soekarno Airport Bengkulu and the most dominant variable influence. Methods This study was conducted with descriptive quantitative approach and type of this research is supported by case studies and nature studies surve explanation. Filling out the questionnaire on people who have used the services of Lion Air flights departing Bengkulu-Jakarta route as much as 150 respondents. This research data collection methods derived from primary data and secondary data. To test the hypothesis used bivariate analysis tools are measured by linear regression. The results showed that the quality of service consisting of Tangibles, Reliability, Responsiveness, Assurance, Empathy simultaneously or partially significant effect on customer satisfaction. The dominant variable influence is Tangible. Output multiple linear regression studies: Tangible (.281), Reliability (0.20), Responsiveness (0.269), Assurance (0,071), and Emphaty (0,253) The results of the t test against five variables Tangible (3025), Reliability (4235), responsiveness (3116), Assurance (3868), and Emphaty (3266). The test results Fhitung 8.316 and significant value of 0.000. Are Suggested this study would be perfect if the variables studied more than five independent variables dibaha, because 80.3% customer satisfaction influenced by other variables besides variable Tangible, Reliability, Responsiveness, Assurance, and Empathy. The coefficient of determination (R2) obtained 0,197 this shows that the predictor variables or independent variables have an impact of 19.7% to the dependent variable. Researchers are very experienced limitations in terms of collecting data from Airlines, questionnaires, other variables that affect the determination besides servqual.
Key words : SERVQUAL (Tangibles, Reliability, Responsiveness, Assurance, Empathy), service quality, Lion Air and Satisfaction of consumer.