ANALISIS KUALITAS PRODUK DAN LAYANAN YANG MEMPENGARUHI KEPUASAN PELANGGAN (STUDI KASUS HYPERMART MALL SKA PEKANBARU)

Abstract

This study was conducted to determine the factors that affect customer satisfaction in shopping
at Mall SKA Pekanbaru City. This research was conducted at SKA Mall Pekanbaru. The
method used is survey method with non probability sampling of accidental sampling. The
number of samples taken is 200 samples. The analysis used in this research is Structural
Equation Modelling (SEM) method. The results showed that reliability and responsiveness are
the factors that mostly influence consumer satisfaction of all factors. The result showed that
reliability has value of Critical Ration (CR) of 3,756 with p = *** and responsiveness has CR
value of 1,972 with p <0.05 = 0,046.