ANALYSIS OF THE IMPACT OF AFTER SALES SERVICE TOWARD CUSTOMER SATISFACTION: A CASE STUDY OF PT. DAYA ANUGRAH MANDIRI CIKARANG

Abstract

This research is on purpose to know whether the characteristics of after sales service, which is service quality, warrant, installation, feedback, and delivery do have such an impact toward customer satisfaction in PT. Daya Anugrah Mandiri Cikarang and analyzing which factor is the most dominant in giving such an impact toward customer satisfaction in PT. Daya Anugrah Mandiri Cikarang. The population of this research is the customers of PT. Daya Anugrah Mandiri Cikarang itself. The sample size of the population which is being surveyed is as much as 100 respondents by using the simple random sampling, which is by spreading the questionnaire to every customer of PT. Daya Anugrah Mandiri Cikarang as much as the sample size. Based on the result of this research, the regression equation was:Υ=0.467+0.492𝜒1+0.349𝜒2+0.435𝜒3−0.153𝜒4+0.070𝜒5+𝑒. Based on the statistical data analysis, the indicators in this research are all valid and each variable is reliable. In the classical assumption test, the regression model is free of multicollinearity, and there was no heteroscedasticity, and the distribution of the data is normal. The order of most to the least influencing variable partially, is service quality with the coefficient of regression is 0.492, then followed by installation by 0.435, then warranty with the coefficient of regression of 0.349, then followed by delivery with coefficient of regression as much as 0.070. While the least influencing variable is feedback, with coefficient of regression as much as -0.153. Respondent in this research, which are the customers of PT. Daya Anugrah Mandiri themselves, agreed to be satisfied by PT. Daya Anugrah Mandiri Cikarang most of the time. However, there is still several kind of services that need to be improved in order to increase the level of satisfaction of the customers.