ABSTRAK

Vera Ayulandari. D1C115037. 2020 Pengaruh Kualitas Pelayanan Customer Service Terhadap Citra Perusahaan Gramedia Duta Mall Banjarmasin. Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial & Ilmu Politik, Universitas Lambung Mangkurat. Dibawah bimbingan Novaria Maulina danIbu Noviana Sari.

Tujuan penelitian untuk mengetahui seberapa besar pengaruh kualitas pelayanan Customer Service terhadap citra perusahaan Gramedia Duta Mall Banjarmasin yang di mediasi oleh kepuasaan pelanggan.

Metode penelitian adalah melalui pendekatan kuantitatif dengan metode eksplanatif yang bersifat survey. Populasi penelitian ini adalah pengunjung  Gramedia Duta Mall pada tahun 2019 sebanyak 548.027 orang. Teknik Purposive Sampling, jumlah sampel adalah sebanyak 348 orang Data dikumpulkan melalui angket yang didukung oleh  wawancara pendahuluan, observasi dan studi pustaka. Data hasil penelitian dianalisis dengan menggunakan analisis jalur.

     Hasil penelitian menunjukkan bahwa variabel X (kualitas pelayanan) berpengaruh sebesar 0,902 yang artinya tinggi terhadap variabel Z (kepuasan pelanggan). Sedangkan variable Z (kepuasan pelanggan) berpengaruh tinggi sebesar 0,241yang artinya tinggi terhadap variabel  variable  Y (citra Gramedia). Hal tersebut menunjukan bahwa bahwa kualitas pelayanan customer service (X)  melalui kepuasan pelanggan (Z) berpengaruh  sebesar 0,046 yang artinya rendah terhadap citra Gramedia Duta Mall Banjarmasin (Y).

Kata kunci : Kualitas Pelayanan, Citra Perusahaan, Kepuasan Pelanggan

ABSTRACT

Vera Ayulandari. D1C115037. 2020 The Influence of Customer Service Quality on the Corporate Image of Gramedia Duta Mall Banjarmasin. Communication Studies Program, Faculty of Social & Political Sciences, Lambung Mangkurat University. Under the guidance of Novaria Maulina and Mrs. Noviana Sari.

The purpose of this study was to determine how much influence the quality of Customer Service services on the corporate image of Gramedia Duta Mall Banjarmasin, mediated by customer satisfaction.

The research method is through a quantitative approach with a survey explanative method. The population of this study is the visitors of Gramedia Duta Mall in 2019 as many as 548,027 people. Purposive Sampling Technique, the number of samples was 348 people. Data was collected through a questionnaire that was supported by preliminary interviews, observation, and literature study. The research data were analyzed using path analysis

The results showed that the variable X (service quality) had an effect of 0.902, which means that the variable Z (customer satisfaction) was high. While the variable Z (customer satisfaction) has a high effect of 0.241, which means that the variable Y is high (Gramedia image). This shows that the quality of customer service (X) through customer satisfaction (Z) has an effect of 0.046 which means that it is low on the image of Gramedia Duta Mall Banjarmasin (Y).                                

Keywords: Service Quality, Corporate Image, Customer Satisfaction