PENGARUH STRATEGI INOVASI LAYANAN TERHADAP KEPUASAN PELANGGAN: Studi pada Merek Spill and Bites Cabang Purnawarman dibawah naungan PT Royal Inti Nusa

Salwa Aini Az-Zahra; Namira Salsabila Hanafiah; Ria Sofianti; Mila Anggraini; Adellia Putri Wardany Cahyaningsih; Agung Augustrianto

doi:10.29062/mahardika.v25i1.1596

Penulis

Salwa Aini Az-Zahra Universitas Kebangsaan Republik Indonesia
Namira Salsabila Hanafiah Universitas Kebangsaan Republik Indonesia
Ria Sofianti Universitas Kebangsaan Republik Indonesia
Mila Anggraini Universitas Kebangsaan Republik Indonesia
Adellia Putri Wardany Cahyaningsih Universitas Kebangsaan Republik Indonesia
Agung Augustrianto Universitas Kebangsaan Republik Indonesia

DOI:

https://doi.org/10.29062/mahardika.v25i1.1596

Kata Kunci:

Service Innovation Strategy, Customer Satisfaction, Simple Linear Regression

Abstrak

The primary focus of this study is on mapping the implementation of the Service Innovation Strategy, assessing the degree of customer satisfaction, and testing the significance of the impact of independent variables on the dependent variable at the Spill and Bites Purnawarman Branch, which operates under PT Royal Inti Nusa. Using a quantitative framework oriented toward associative causality analysis, the study involved a total of 184 individuals as research subjects. The sample was selected through a non-probability sampling mechanism that employed purposive sampling, with the specific criterion being customers who had a recorded history of purchasing products at that location at least once. Primary data collection was conducted through the distribution of an online questionnaire using a five-point Likert scale measurement instrument. All data were subsequently processed through a series of statistical procedures using SPSS, including tests of validity, reliability, classical assumptions, and simple linear regression modeling. Based on these calculations, it was confirmed that all items in the instrument for both variables met scientific standards for validity and reliability. The resulting regression equation is Y = 0.358 + 0.963X, with an R² value of 0.866, indicating that 86.6% of the variation in Customer Satisfaction is empirically determined by the Service Innovation Strategy, while the remaining 13.4% is influenced by external variables beyond the scope of the research model. The results of the model suitability test using the F-test and the partial tests using the t-test provide statistically significant evidence, implying the rejection of the Null Hypothesis and the acceptance of the Alternative Hypothesis. Based on these findings, it can be affirmed that there is a positive and significant influence of Service Innovation Strategy on Customer Satisfaction at the Purnawarman Branch of Spill and Bites, PT Royal Inti Nusa, indicating that an increase in the intensity of service innovation by management will be directly proportional to a factual increase in the level of Customer Satisfaction.

Unduhan

Data unduhan belum tersedia.

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