YESI MARDIANA, NPM 2101300336 (2025) ANALISIS PERSEPSI KONSUMEN TERHADAP KEPUASAN KONSUMEN PENGGUNA JASA SUMARDI JAYA BENGKEL MOBIL DI TELUK SENTOSA PANAI HULU LABUHANBATU. Tugas_Akhir(Artikel) Economics and Digital Business Review, 6 (2). pp. 220-233. ISSN 2774-2563(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis persepsi konsumen terhadap kepuasan pengguna jasa Sumardi Jaya Bengkel Mobil di Labuhanbatu. Fokus penelitian terletak pada tiga variabel utama, yaitu kualitas produk, kualitas pelayanan, dan harga, yang diasumsikan memiliki pengaruh signifikan terhadap kepuasan konsumen. Kualitas produk mencerminkan kemampuan bengkel dalam menyediakan layanan teknis yang andal dan sesuai dengan harapan konsumen, sementara kualitas pelayanan berhubungan dengan keprofesionalan dan responsivitas penyedia jasa dalam memenuhi kebutuhan pelanggan. Selain itu, harga menjadi aspek penting yang memengaruhi keputusan konsumen, terutama dalam hal kesesuaian harga dengan nilai yang diterima. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebarkan kepada konsumen Sumardi Jaya Bengkel Mobil. Responden dipilih melalui teknik purposive sampling dengan kriteria pengguna jasa yang telah memiliki pengalaman menggunakan layanan bengkel tersebut. Data yang terkumpul dianalisis menggunakan pendekatan statistik deskriptif dan regresi linier berganda untuk mengidentifikasi hubungan dan pengaruh masing-masing variabel terhadap kepuasan konsumen. Penelitian ini diharapkan dapat memberikan wawasan bagi pengelola Sumardi Jaya Bengkel Mobil dalam meningkatkan strategi layanan mereka, serta menjadi referensi bagi penelitian terkait kepuasan konsumen dalam sektor otomotif. Analisis hasil penelitian nantinya akan memberikan dasar bagi pengembangan strategi pemasaran dan operasional yang lebih efektif untuk meningkatkan kepuasan dan loyalitas konsumen. Kata Kunci: Kualitas Produk, Harga, Kualitas Layanan, Kepuasan Pelanggan, Bengkel Otomotif ========================================================================== This study aims to analyze consumer perceptions regarding satisfaction among users of Sumardi Jaya Car Repair Services in Labuhanbatu. The research focuses on three main variables: product quality, service quality, and price, which are hypothesized to have a significant impact on customer satisfaction. Product quality reflects the workshop's ability to provide reliable technical services that meet consumer expectations, while service quality pertains to the professionalism and responsiveness of the service provider in addressing customer needs. Additionally, price is a critical aspect influencing consumer decisions, particularly regarding price fairness and its alignment with the value received. Data collection in this study employs a questionnaire distributed to customers of Sumardi Jaya Car Repair Services. Respondents are selected through purposive sampling, with criteria including prior experience with the workshop's services. The collected data are analyzed using descriptive statistics and multiple linear regression to identify relationships and the influence of each variable on customer satisfaction. This study is expected to provide insights for the management of Sumardi Jaya Car Repair Services in enhancing their service strategies and to serve as a reference for research on customer satisfaction in the automotive sector. The analysis results will form a foundation for developing more effective marketing and operational strategies to improve customer satisfaction and loyalty. Keywords: Product Quality, Price, Service Quality, Customer Satisfaction, Auto Repair Shop
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Harga, Kualitas Layanan, Kepuasan Pelanggan, Bengkel Otomotif==============Product Quality, Price, Service Quality, Customer Satisfaction, Auto Repair Shop |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Nov 2025 02:54 |
| Last Modified: | 04 Nov 2025 02:54 |
| URI: | http://repository.ulb.ac.id/id/eprint/1915 |
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