ANTESEDEN KEPUASAN KONSUMEN PADA SUPERMARKET BAHAN BANGUNAN MITRA 10, SIDOARJO
DOI:
https://doi.org/10.30996/jmm17.v5i02.1946Abstract
This research was conducted to analyzed the effect of independent variables consisting of serviceinnovation, customer service and customer relationship management on the variables of customer
satisfaction. This research is a survey research by distributing questionnaires with a nonprobability
sampling design, to 96 respondents / consumers of Mitra 10, Sidoarjo. Data analysis
technique uses multiple linear regression. The results showed that Fcount of 72.595 was greater
than Ftable (72.595> 2.699). The t test on each variable gives the results of service innovation has
a significant effect on consumer satisfaction because t table is 1,984, the value of t count in X1 is
5.614 (t count> t table). Customer service has a significant effect on consumer satisfaction because
the tcount value at X2 is 2.834 (t count> t table). Customer Relationship Management (CRM) has a
significant effect on consumer satisfaction because thitung in X3 is 3.817 (thitung> t table). Service
Innovation variables have an effect of 18.4% on customer satisfaction, while Customer Service is
4.9% and Customer Relationship Management (CRM) is 9.5%. Of the three, service innovation is
the dominant variable influencing consumer satisfaction
Keywords: Service Innovation, Customer Service, Customer relationship Management,
Customer Satisfaction
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