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STUDY TENTANG KEPUASAN PELANGGAN DAN MINAT MEMBELI ULANG

*Muhammad Ma'mun  -  Magister Manajemen Universitas Diponegoro, Indonesia
Ibnu Widiyanto  -  Magister Manajemen Universitas Diponegoro, Indonesia
Mudiantono Mudiantono  -  Magister Manajemen Universitas Diponegoro, Indonesia

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Abstract

The purpose of this research was to test the influences of employee hospitality, SPBU image,
complete fascility toward customer satisfaction to increase rebuying intention. The usage of
these variables was able to solve the arising problem within SPBU Alvia Brother’s Sampang
Madura.
The samples of this research consisted of a hundred customers on SPBU Alvia Brother’s
Sampang Madura. The analysis technique used here is multiple regression with the least
square difference and hypothesis test using t-statistic to examine partial regression coefficient
and f-statistic to examine the mean of mutual effect with level of significance 5%. In addition,
classical assumption was also performed including normality test, multicolinearity test, and
heteroscedasticity test.
The result of the analysis showed that employee hospitality, SPBU image, complete fascility
an positive influence, which is significant to customer satisfaction and rebuying intention. The
empirical result indicated that to increase rebuying intention of SPBU Alvia Brothers Sampang
Madura, management need to pay attention on factors like employee hospitality, SPBU image,
and complete fascility, because that is the factors that effect high or low level of rebuying
intention.

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Keywords: employee hospitality, SPBU image, complete fascility, customer satisfaction and rebuying intention I. PENDAHULUAN Guna merebut dan mempertahankan pelanggan diperlukan strategi yang membutuhkan komitmen, baik dana maupun sumber daya manusia yang tujuannya

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