Pengaruh Kualitas Pelayanan dan Lokasi terhadap Keputusan Pelanggan dalam Memilih Tempat Penitipan Anak (Daycare) Rumah Anakku Bintaro, Jakarta Selatan
DOI:
https://doi.org/10.33753/sociora.v2i2.61Keywords:
service quality; location; customer decisionAbstract
The purpose of this study is to determine the effect of service quality and location on consumer decisions in choosing Daycare Rumah Anakku Bintaro, both partially and simultaneously. This research employs an associative method with a quantitative approach. The sample was determined using the Slovin formula with a 5% margin of error, resulting in 88 respondents.Data collection was conducted through questionnaires, while data analysis included validity test, reliability test, classical assumption test, simple linear regression, multiple linear regression, and hypothesis testing. The results show that service quality has a positive and significant effect on customer decisions. This is evidenced by the value of Thitung (23.473) > Ttabel (1.988) and Sig. 0.000 < 0.05, leading to the rejection of H01 and acceptance of Ha1. Location also has a positive and significant effect, as indicated by Thitung (22.294) > Ttabel (1.988) and Sig. 0.000 < 0.05, so H02 is rejected and Ha2 is accepted. Simultaneously, service quality and location have a positive and significant effect on customer decisions, with Fhitung (573.107) > Ftabel (3.104) and Sig. 0.000 < 0.05. The coefficient of determination (R²) of 0.916 indicates that 91.6% of the variation in customer decisions can be explained by these two variables. These findings confirm that service quality and location, both partially and simultaneously, significantly influence customer decisions in choosing Rumah Anakku Daycare Bintaro.
Abstrak
Tujuan penelitian ini adalah mengetahui pengaruh kualitas pelayanan dan lokasi terhadap keputusan konsumen dalam memilih Daycare Rumah Anakku Bintaro, baik secara parsial maupun simultan. Metode penelitian bersifat asosiatif dengan pendekatan kuantitatif. Sampel ditentukan menggunakan rumus Slovin dengan tingkat kesalahan 5%, sehingga diperoleh 88 responden. Teknik pengumpulan data melalui kuesioner, sedangkan analisis data meliputi uji validitas, reliabilitas, asumsi klasik, regresi linear sederhana, regresi linear berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pelanggan. Hal ini dibuktikan dengan nilai Thitung (23,473) > Ttabel (1,988) dan Sig. 0,000 < 0,05, sehingga H01 ditolak dan Ha1 diterima. Lokasi juga berpengaruh positif dan signifikan, ditunjukkan nilai Thitung (22,294) > Ttabel (1,988) dan Sig. 0,000 < 0,05, sehingga H02 ditolak dan Ha2 diterima.Secara simultan, kualitas pelayanan dan lokasi berpengaruh positif dan signifikan terhadap keputusan pelanggan, dengan Fhitung 573,107 > Ftabel 3,104 dan nilai signifikansi 0,000 < 0,05. Nilai koefisien determinasi (R²) sebesar 0,916 menunjukkan bahwa 91,6% variasi keputusan pelanggan dijelaskan oleh kedua variabel tersebut. Hasil ini menegaskan bahwa kualitas pelayanan dan lokasi secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pelanggan dalam memilih Rumah Anakku Daycare Bintaro.
Kata Kunci: kualitas pelayanan; lokasi; keputusan pelanggan
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