Pengaruh Digital Payment, Service Quality, After Sales Service, Dan Product Knowledge Terhadap Kepuasan Pelanggan Di Delta Peace Cell

Abstract

Abstract

This research examines customer satisfaction at Delta Peace Cell by considering four determining factors, namely digital payment, service quality, after-sales service, and product knowledge. A quantitative survey with an associative design was applied, using primary data obtained directly from customers through questionnaires. The number of respondents was calculated using the Slovin formula, while participants were selected through purposive sampling based on predetermined criteria. The collected data were processed using SPSS, including instrument assessment, classical assumption tests, multiple linear regression, F-test, t-test, and coefficient of determination analysis. The findings demonstrate that the four independent variables collectively contribute positively and significantly to customer satisfaction. Individual testing also confirms that digital payment, service quality, after-sales service, and product knowledge each have a positive and significant contribution to customer satisfaction. Furthermore, the model explains a substantial proportion of changes in customer satisfaction, while the remaining proportion is associated with factors not included in this study. Of all variables investigated, after-sales service demonstrates the greatest contribution to customer satisfaction.

Keywords: Digital Payment, Service Quality, After-Sales Service, Product Knowledge, Customer Satisfaction