Pengaruh Disiplin dan Keramahan Teknisi terhadap Kepuasan Konsumen (Studi Kasus Astra Motor Honda Sriwijaya Mataram) - Wulandari, Ni Luh Desi; Chandra, Edy (Empiricism Journal, 2025)
Penelitian ini bertujuan menganalisis pengaruh disiplin dan keramahan teknisi terhadap kepuasan konsumen pada layanan servis motor di Astra Motor wilayah Mataram. Pendekatan kuantitatif digunakan dengan sampel 100 responden konsumen melalui kuesioner Likert skala 1-5. Analisis data dilakukan dengan regresi linier berganda menggunakan SPSS versi 25, setelah uji asumsi klasik (normalitas, multikolinearitas, heteroskedastisitas). Hasil menunjukkan bahwa disiplin teknisi (X1) berpengaruh positif dan signifikan terhadap kepuasan konsumen (Y) dengan koefisien β = 0.28 (t = 4.12, Sig. = 0.000), sementara keramahan teknisi (X2) memiliki pengaruh lebih kuat dengan β = 0.42 (t = 6.25, Sig. = 0.000). Secara keseluruhan, model regresi menjelaskan 65.2% variasi kepuasan (R² = 0.652), dengan F-hitung = 89.45 (Sig. = 0.000). Faktor lain seperti harga dan fasilitas masih memengaruhi sisanya. The Effect of Technician Discipline and Friendlyness on Customer Satisfaction (Case Study of Astra Motor Honda Sriwijaya Mataram) Abstract This research aims to analyze the influence of technician discipline and friendliness on consumer satisfaction in motorcycle service at Astra Motor in the Mataram a region. A quantitative approach was employed with a sample of 100 consumer respondents via a Likert scale questionnaire (1-5). Data analysis was conducted using multiple linear regression in SPSS version 25, following classical assumption tests (normality, multicollinearity, heteroscedasticity). The results indicate that technician discipline (X1) has a positive and significant effect on consumer satisfaction (Y) with a coefficient β = 0.28 (t = 4.12, Sig. = 0.000), while technician friendliness (X2) exhibits a stronger influence with β = 0.42 (t = 6.25, Sig. = 0.000). Overall, the regression model explains 65.2% of the variation in satisfaction (R² = 0.652), with an F-statistic of 89.45 (Sig. = 0.000). Other factors such as price and facilities still influence the remainder.