ANALYSIS OF SERVICE QUALITY DIMENSIONS ON CONSUMER SATISFACTION

Purpose - This study aims to prove the influence of service quality dimensions on consumer satisfaction of Rocket Chicken Kalianget Wonosobo. This study was conducted on general consumers of Rocket Chicken Kalianget. Methods - The sample in this study was 125 respondents who were consumers of Rocket Chicken. Data were collected using a questionnaire that had been tested for validity and reliability. The results of this study were analyzed using multiple linear regression analysis and processed using the IBM SPSS statistics 23 application. Findings - The results of this study indicate that reliability has an effect on consumer satisfaction. This is evidenced by the calculated t value of 2,561 with a significance of 0.012. Assurance has an effect on consumer satisfaction as evidenced by the calculated t value of 2,739 with a significance of 0.007. Tangible has a positive effect on customer satisfaction as evidenced by the t-value of 2.141 with a significance of 0.034. Empathy has an effect on customer satisfaction as evidenced by the t-value of 2.209 with a significance of 0.029. Responsiveness has an effect on customer satisfaction as evidenced by the t-value of 3.646 with a significance of 0.003. Value - It is expected to provide information, references, and input in compiling or determining policies, especially in relation to the title variables taken.