STRATEGI PELAYANAN CEPAT DAN BERKUALITAS DALAM MENCAPAI KEPUASAN PELANGGAN: STUDI PADA APPLEPOWER AMBARAWA

The rapid advancement of digital technology has significantly increased people's dependence on smartphones, leading to a growing demand for repair services that are not only reliable but also efficient and responsive. In an increasingly competitive service environment, customer satisfaction has become a critical indicator of business sustainability and customer retention. This study aims to examine the effects of service quality and service speed on customer satisfaction at ApplePower Ambarawa. A quantitative research approach with a causal design was employed. Data were collected through structured questionnaires distributed to 100 customers selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that service quality has a positive and significant effect on customer satisfaction (β = 0.362, p < 0.001), while service speed demonstrates a stronger positive and significant influence (β = 0.627, p < 0.001). The structural model exhibits substantial explanatory power, with an Adjusted R² value of 0.937, indicating that both independent variables explain 93.7% of the variance in customer satisfaction. These findings support the Expectancy Disconfirmation Theory, suggesting that customer satisfaction emerges when the perceived performance of service quality and service speed meets or exceeds customers' prior expectations. This study contributes to the literature by extending the application of the theory to the independent smartphone repair service industry and provides practical insights for service providers in designing customer-oriented strategies emphasizing service excellence, operational efficiency, and superior customer experience.