Pengaruh Keamanan dan Citra Usaha terhadap Kepuasan Pelanggan Bigbest Laundry Lubuk Pakam
DOI:
https://doi.org/10.54065/jss.6.2.2026.1236Keywords:
Keamanan, Citra Usaha, Kepuasan Pelanggan, Regresi Linier BergandaAbstract
Urgensi penelitian ini untuk meningkatkan kepercayaan, loyalitas, dan kualitas pengalaman pelanggan, sehingga mendorong pertumbuhan bisnis yang berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh keamanan dan citra usaha terhadap kepuasan pelanggan Bigbest Laundry Lubuk Pakam. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi berjumlah 4.937 pelanggan dengan sampel 98 responden yang ditentukan melalui teknik purposive sampling berdasarkan rumus Slovin. Instrument penelitian yaitu menggunakan kuesioner. Teknik pengumpulan data yang digunakan meliputi penyebaran kuesioner kepada 98 pelanggan Bigbest Laundry Lubuk Pakam yang dipilih menggunakan teknik non probability sampling dengan metode purposive sampling. Data primer dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan uji validitas, reliabilitas, regresi linier berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial keamanan (thitung 4,461; sig 0,000 < 0,05) dan citra usaha (thitung 4,901; sig 0,000 < 0,05) berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara simultan diperoleh Fhitung 40,980 > Ftabel 2,70. Nilai R² sebesar 0,463 menunjukkan bahwa 46,3% variasi kepuasan pelanggan dijelaskan oleh keamanan dan citra usaha. Kesimpulan dalam penelitian ini bahwa Keamanan dan Citra Usaha berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan Bigbest Laundry Lubuk Pakam.
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Copyright (c) 2026 Serina Lemeria Nababan, Natalia E.T. Sihombing , Jonson Rajagukguk
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