AN ANALYSIS OF SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION (CASE STUDY AT PRESIDENT UNIVERSITY’S STUDENT HOUSING)

Abstract

The research entitled, “An Analysis of Service Quality towards Customer Satisfaction in President University’s Student Housing” was established because the researcher found a problem which was happened Between President University’s Student Housing’s Management and the President University Students who live in the student housing. This research focused on the service quality dimensions which serve in President University’s Student Housing which then used as the measurement to measure the level of satisfaction of the customers and then answered the question of the research. The purpose of this research to analyze the effect of Tangibility (X1), Empathy (X2), Reliability (X3), Responsiveness (X4), and Assurance (X5) to Customer Satisfaction (Y). Then, data were collected through questionnaires to 88 respondents which are the students of batch 2013 who live in dormitory, using stratified quota sampling method to determine the response of respondents of each variable. Then analyze the data obtained in the form of quantitative analysis, such as: validity and reliability test, the classic assumption test and multiple regression analysis to test the hypothesis through T-test, F-test and coefficient of determination (R²). Based on the analysis, all the dimensions in service quality are having positive relationship towards the satisfaction of the student batch 2013 in President University’s Student Housing. In detail, the most significant variable which influences the customer satisfaction is responsiveness variable; when the lowest significant variable in influencing customer satisfaction is assurance. Figures adjusted R square of 0.979 indicates that 97.9 percent of the variations of customer satisfaction can be explained by these five independent variables used in the regression equation while the rest is explained by other variables outside the five variables used within this research.