PENGARUH KEPERCAYAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA UD TUMANGGOR PEMATANG SIANTAR

Abstract

The objectives of this study are: 1. To determine the description of trust, service quality and customer satisfaction at UD Tumanggor Pematang Siantar. 2. To determine the effect of trust, service quality on customer satisfaction at UD Tumanggor Pematang Siantar both simultaneously and partially. This research was conducted using library and field research designs. The population in this study were all 70 customers. The types of data used are qualitative data and quantitative data. Data collection was carried out by questionnaire, interview and documentation. The instrument test used is the validity test and reliability test. The analysis techniques used are normality test, qualitative descriptive analysis and quantitative descriptive analysis. The results of the study can be concluded: 1. Trust, service quality is good and customer satisfaction is satisfied. 2. There is a positive influence between trust and service quality on customer satisfaction both simultaneously and partially. 3. There is a strong and positive relationship between trust and service quality with customer satisfaction. 4. The H0 hypothesis is rejected, meaning that there is a positive and significant influence between trust and service quality on customer satisfaction at UD Tumanggor Pematang Siantar both simultaneously and partially.