The Influence of Service Quality on Consumer Behavior a Case Study at The PT XYZ Makassar

Abstract

The purpose of this research is to identify and analyze the dimensions of service quality to consumer behavior in PT XYZ Makassar. Dimensions variable service quality consists of tangibles, assurance, responsiveness, reliability, and empathy. The research subjects are consumers of PT XYZ Makassar using saturated sampling method. Primary data in this study were obtained from questionnaires and processed statistically with SPSS version 25, those are validity and reliability test, test for normality, determinant coefficient, multiple linear regression analysis, the model F test and t test. Results of this research is the quality of service consisting of Tangibles, Assurance, Responsiveness, Reliability and Empathy simultaneously influence consumer behavior in the consumer PT XYZ Makassar. Partial test results showed that only reliability and empathy which significantly affect consumer behavior in PT XYZ Makassar.