Pengaruh Kualitas Pelayanan, Fasilitas Dan Lokasi Terhadap Kepuasan Pelanggan SPBU Banjarejo ( Studi pada SPBU 44.594.10 Banjarejo Pakis, Malang )

Abstract

Abstract

 This study aims to analyze the influence of service quality, facilities, and location on customer satisfaction at petrol station 44.594.10 Banjarejo, Malang, both partially and simultaneously. This study uses a quantitative approach with the type of explanatory research. The population in this study is customers of Banjarejo petrol stations, the number of which is not known for sure. The research sample totals 80 respondents which were determined using purposive sampling techniques. Data were collected through the distribution of questionnaires with a five-level Likert scale and analyzed using multiple linear regression with the help of the SPSS program. Data analysis included validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, t-test, F test, and determination coefficient. The results of the study showed that the quality of service, facilities, and location had an effect on customer satisfaction, both partially and simultaneously. These findings show that improving the quality of service interactions, providing adequate facilities, and selecting and managing strategic locations are important aspects in increasing gas station customer satisfaction.

Keywords: Service Quality, Facilities, Location, Customer Satisfaction, Petrol Stations.