The Effect of Service Quality on Consumer Satisfaction Purchasing Motorcycles at CV. Central Sulawesi Motor Palu

Abstract

Marketing is a business function that seeks to identify unmet consumer wants and needs, measure how big it is, determine the target market and which position is best served by the company, and determine the appropriate range of products, services, and programs to serve that market. The management in each company is also required to increase and maintain existing customers. Customer satisfaction is one of the determinants of customer loyalty. This study aims to explain the causal relationship between customer satisfaction and the variables that include service quality variables. Furthermore, it describes the quality of service on consumer satisfaction purchasing motorcycles at CV. Central Sulawesi Motor Palu. The sample of this research is 50 respondents with an accidental sampling technique. The analytical method used is descriptive analysis and multiple regression analysis. The results of the study conclude that service quality, from each dimension of tangibles (direct evidence), reliability (reliability), responsiveness (responsiveness), assurance (guarantee), and empathy (attention), both simultaneously and partially have a significant effect on consumer purchasing satisfaction—motorcycles on a CV. Central Sulawesi Motor Palu.