PENGARUH KUALITAS LAYANAN DAN NILAI PELANGGAN TERHADAP KEPUASAN ANGGOTA PRIMKOP KARTIKA ARDAGUSEMA CIMAHI

Abstract

This study aims to analyze the influence of service quality and customer value on members
of Primkop Kartika Ardagusema Cimahi. The sampling technique used is purposive sample. The
sample taken is the number of respondents as many as 101 consumers. The data analysis
technique used descriptive statistics, the coefficient of determination R2, the method of path
analysis (Path Analysis), with hypothesis testing, namely the F test (simultaneous) and the T test
(partial).
The results of the study show that 1) service quality and customer value simultaneously have
a significant and significant effect on satisfaction. Perceptions of Primkop Kartika Ardagusema
Cimahi Cooperative Members on Service Quality (Tangibles, Reliability, Responsiveness,
Assurance and Empathy), Customer Value (Emotional Value, Social Value, Quality/Performance
Value and Price/Value For Money) and Member Goals (Conformity of Expectations, Interests)
return visit and willingness to recommend) is included in the Good category which has met the
expectations of the Primkop Kartika Ardagusema Cimahi Cooperative Member. 2) Service quality
has an effect on satisfaction of 0.260 which has a direct effect of service quality on satisfaction of
0.234 and an indirect effect of 0.026. 3) Customer value has an effect on satisfaction of 0.179
which has a direct effect on customer satisfaction of 0.123 and an indirect effect of 0.055. 4)
Service Quality and Customer Value together affect 0.459.