THE EFFECT OF SERVICE QUALITY ON CONSUMER SATISFACTION OF PALM SUGAR IN WEST JAVA

This study aims to explain and determine the effect of service quality on consumer satisfaction together or partially on customer satisfaction Palm Sugar in West Java. The independent variables used in this study are Physical Evidence, Reliability, Responsiveness, Assurance, and Empathy and the dependent variable in this study is consumer satisfaction. This research was conducted in West Java. The sample population used is palm sugar consumers. The sampling technique uses purposive sampling. The sample used in this study amounted to 100 respondents. Based on the results of the F Test in this study showed sig. F 0,000 <0.05 which means that Service Quality consisting of physical evidence, reliability, responsiveness, assurance and empathy together have a significant effect on customer satisfaction. Based on the results of the t test, it can be seen that the variables of physical service, reliability, responsiveness and empathy partially have a significant effect on customer satisfaction. T test results also indicate that the Responsiveness variable (X3) has the strongest influence compared to other variables, the Responsibility variable (X3) has a dominant influence on consumer satisfaction.