Pengaruh Service Quality dan Relationship Marketing terhadap Kepuasan Pelanggan Motor Yamaha di Dealer Makmur Mandiri Kecamatan Bungku Tengah

Abstract

This study examines the effects of Service Quality and Relationship Marketing on the satisfaction of Yamaha motorcycle customers at PT Yamaha Makmur Mandiri Dealer in Bungku Tengah District, Morowali Regency. A quantitative approach was applied using descriptive analysis and multiple linear regression. The sample consisted of 60 customers selected through purposive sampling based on three criteria: Yamaha motorcycle users in Bungku Tengah District, at least 17 years old, and willing to participate. Data were collected through observation, interviews, and Likert-scale questionnaires and were analyzed using SPSS version 20. The instruments met validity and reliability requirements, while the regression model satisfied normality, multicollinearity, and heteroscedasticity assumptions. Service Quality had a positive and significant effect on customer satisfaction, with a coefficient of 0.160, a t-value of 3.037, and a significance level of 0.001. Relationship Marketing also had a positive and significant effect, with a coefficient of 0.565, a t-value of 7.409, and a significance level of 0.000. Simultaneously, both variables significantly affected customer satisfaction, with an F-value of 84.673 and a significance level of 0.000. The Adjusted R Square of 0.739 indicates that 73.9% of the variation in customer satisfaction is explained by the two predictors. These findings highlight the importance of combining high-quality service with sustained customer relationships.