The Effect of Service Quality on Customer Satisfaction at Indomaret Minimarket in Seberang Ulu II District

This study aims to determine the effect of price, knowledge and reference groups on purchasing. This study aims to determine the effect of service quality simultaneously and partially on customer satisfaction at Indomaret Minimarkets in Seberang Ulu II District. This study used 100 samples, the sampling technique used nonprobability sampling technique by means of purposive sampling. The type of research used is associative, the data used is primary data. The data collection technique used is a questionnaire. The analysis technique used is Multiple Linear Regression analysis, F test, t test and the coefficient of determination. The results of the Multiple Linear Regression analysis of the Tangible, Empathy, Reliability, Responsiveness and Assurance variables, have a positive regression coefficient meaning that Tangible, Reliability, Responsiveness, Empathy and Assurance have a positive influence on Customer Satisfaction. The results of the F-test analysis showed that there was a significant effect of Tangible, Reliability, Responsiveness, Assurance and Empathy on customer satisfaction at Indomaret Mini Markets in Seberang Ulu II District. The partial results of the t-test hypothesis show that Reliability, Responsiveness and Empathy have a significant effect on Customer Satisfaction and Tangible and Assurance have no significant effect. Analysis of the Coefficient of Determination shows that 72% of the change in customer satisfaction is caused by the large contribution of the independent variables to the dependent variable in the study, while the remaining 28% is caused by other variables not included in this study.