PENGARUH DIMENSI KUALITAS LAYANAN: TANGIBLES, RELIABILITY, RESPONSIVENESS, ASSURANCE, DAN EMPATHY TERHADAP KEPUASAN KONSUMEN BAGONG TRANSPORT

This research aims to analyze and determine the influence of tangibles, reliability, responsiveness, assurance and empathy service quality dimensions on Bagong Transport consumer satisfaction. The population in this study were Bagong Transport consumers who had provided services more than once with a total of 105 respondents using purposive sampling techniques. This research uses a quantitative approach with multiple linier regression analysis as a method and data analysis is carried out using SPSS 29. The results of this research show that. The results of this research show that the variables tangibles, responsiveness, and assurance have a positive and significant effect on consumer satisfaction. On the other hand, the variables reliability and empathy were found not to have a statistically significant influence.