Pengaruh Kualitas Jasa terhadap Kepuasan Pelanggan di Prima Elektronik Medan

The increasing intensity of competition requires companies to always pay attention and try to meet the needs and desires of customers by providing better services than competitors. Service is defined as an appearance performance, intangible and quickly lost, more can be felt than owned, and consumers can directly consume the service. The best service quality will lead to customer satisfaction. In addition, creating and building consumer trust is also one of the most important factors in creating consumer loyalty. Loyalty leads to repeat purchases, recommendations, and an increased proportion of purchases. Prima Elektronik is a business entity engaged in computer and printer repair services for HP brand products (Hewlett Packard) and has been trusted to be an HP Service Center in Medan City. The purpose of this research is to determine the effect of Service Quality on Customer Satisfaction at Prima Elektronik Medan. The results show that service quality affects customer satisfaction at Prima Elektronik Medan. In R square (R2) shows the coefficient of determination is 67% where the Service Quality variable can explain the Customer Satisfaction variable, while the remaining 33% is explained by other variables not examined. by this research. As a suggestion, Prima Elektronik is expected to continue to improve the quality of services in order to achieve customer satisfaction so that organizational goals can be achieved