Service Quality and Fashion Trends Towards Customer Satisfaction Maira Putri Chand Wedding Organizer

Riska; Rosida P. Adam; Syamsul Bahri Dg Parani

doi:10.59890/ijssi.v3i2.3156

Authors

Riska Tadulako University
Rosida P. Adam Tadulako University
Syamsul Bahri Dg Parani Tadulako University

DOI:

https://doi.org/10.59890/ijssi.v3i2.3156

Keywords:

Service Quality, Fashion Trends and Customer Satisfaction

Abstract

This study aims to determine the simultaneous and partial influence of service quality and fashion trend variables on customer satisfaction at MUA Maira Putri Chand Wedding Organizer Ampana using quantitative research methods. The research data were obtained from questionnaires distributed to 96 respondents who had used the services of MUA Maira Putri Chand Wedding Organizer Ampana as research samples, with the Accidental Sampling data collection method. The analysis technique used was multiple linear regression to conduct the F test and t test with the help of the IBM SPSS 25 application. The results of this study indicate that service quality and fashion trends simultaneously have a significant effect on customer satisfaction. Partially, service quality and fashion trends each have an effect on customer satisfaction of MUA Maira Putri Chand Wedding Organizer Ampana users. The calculation results using the SPSS program show that the coefficient of determination obtained is 0.195. This means that 19.5% of customer satisfaction is influenced by the variables of service quality and fashion trends, while the remaining 80.5% of customer satisfaction is influenced by variables not examined in this study

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