THE INFLUENCE OF SERVICE QUALITY ON CONSUMER SATISFACTION AT PT.TIRTA MULIAABADI IN MAKA

Abstract his research examines the impact of service quality on customer satisfaction The study was motivated by a substantial increase in monthly turnover from the end of 2019 to 2022. The sample consists of consumer members registered in the company's database in Makassar. Incidental random sampling was used to determine the sample size. The research employed various analytical methods, including research instrument testing, multiple regression analysis, and classical assumption testing. The findings reveal that reliability, responsiveness, and empathy positively and significantly influence customer satisfaction at PT. Eternal Noble Tirta. However, the physical evidence variable negatively and significantly affects customer satisfaction. On the other hand, the guarantee variable has a positive but insignificant impact on customer satisfaction at PT. Eternal Noble Tirta. These results contribute to understanding the relationship between service quality and customer satisfaction and offer insights for PT. Tirta Mulia Abadi in enhancng their service delivery. Abstrak Penelitian ini menguji dampak kualitas layanan terhadap kepuasan pelanggan. Penelitian ini dimotivasi oleh peningkatan omset bulanan yang signifikan dari akhir 2019 hingga 2022. Sampel penelitian terdiri dari anggota konsumen yang terdaftar dalam database perusahaan di Makassar. Penentuan jumlah sampel menggunakan metode incidental random sampling. Penelitian ini menggunakan berbagai metode analisis, termasuk pengujian instrumen penelitian, analisis regresi berganda, dan pengujian asumsi klasik. Hasil penelitian menunjukkan bahwa keandalan, responsivitas, dan empati berpengaruh positif dan signifikan terhadap kepuasan pelanggan di PT. Eternal Noble Tirta. Namun, variabel bukti fisik memiliki pengaruh negatif dan signifikan terhadap kepuasan pelanggan. Di sisi lain, variabel jaminan memiliki dampak positif tetapi tidak signifikan terhadap kepuasan pelanggan di PT. Eternal Noble Tirta. Hasil ini memberikan pemahaman tentang hubungan antara kualitas layanan dan kepuasan pelanggan serta memberikan wawasan bagi PT. Tirta Mulia Abadi dalam meningkatkan penyampaian layanan mereka.