Analyzing the Impact of Service Quality on Customer Satisfaction: A Study From Indonesia

The purpose of this study is to analyse the influence of service quality on customer satisfaction in the transportation company CV. Andra Wisata Travel. The research applies the five dimensions of service quality, namely tangibility, reliability, responsiveness, assurance, and empathy. This study adopts a quantitative approach, with a total of 100 respondents selected using an accidental sampling technique. Data were collected through a Likert-scale questionnaire and analysed using SPSS version 27, involving validity, reliability, and classical assumption tests, multiple linear regression, t-test, f-test, and coefficient of determination (R²). The results show that tangibility, reliability, responsiveness, and empathy have a significant influence on customer satisfaction, while assurance has no significant effect. However, simultaneously, all service quality variables significantly affect customer satisfaction. Therefore, it can be concluded that improvements in reliability, responsiveness, physical evidence, and empathy will enhance customer satisfaction, while assurance needs to be strengthened to contribute more effectively to customer satisfaction at CV. Andra Wisata Travel.