THE EFFECT OF PHYSICAL EVIDENCE ON CUSTOMER SATISFACTION IN THE TRANSPORTATION BUSINESS OF PT. KUBU LESTARI MAKMUR
DOI:
https://doi.org/10.25299/valuta.2023.v9i2.23017Keywords:
Physical Evidence, Customer SatisfactionAbstract
In this research, two variables were used, namely physical evidence as the independent variable (x) and customer satisfication as the dependent variable (y). This research was conducted with the aim of knowing the effect of physical evidence on costumer satisfication in the transportation business PT. Kubu lestari makmur. The data used by the research is primary data collected through questionnaires. The hypothesis of thid research is that there is an influence of physical evidence on customer satisfication in the transportation business of PT. Kubu lestari makmur. To determine the influence of these variables, simple linear regression, coefficient of determination and hypothesis testing (t test) were used using spss. Based on analysis using a simple linear regression statisfication method Y = 7,570+0,683X which show the influence of physical evidence (x) on cutomer satisfication is positive. Next the result of hypothesis testing, the t test is equal to 6.457 with sig 0,000. Obtained t table of 1,985 into other word t calculated is greater than t table (6,457 > 1,985). So it can be concluded that HO is rejected an HI is accepted, or it can be interpreted that physical evidence has an effect on customer satisfication or there is a positive and significant influence between physical evidence on customer satisfication in the PT. Kubu lestari makmur. The magnitude of the coefficient of determination is 0,305 (30,5%) which means physical evidence has an influence of 30,5% on customer satisfication and amounted to 69,5% influenced by other variables.
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