Analysis of Effect of Physical Evidence and Service Assurance on Customer Satisfaction and Customer Loyalty in using Car Rental Service (PT Pusaka Prima Transport Cases)

Abstract

Business competition becomes more intense, this condition forces any kind of business to compete on a competitive basis. In conducting its business, car rental services are trying to give attention to physical evidence and assurance services, to create customer satisfaction and customer loyalty. As the observation unit, namely PT Pusaka Prima Transport, In this experiment, four (4) pieces of physical evidence variables, service assurance, and customer satisfaction as independent variables. Meanwhile, as the dependent variable is customer satisfaction and customer loyalty. The method used in this research is descriptive analysis method, using multiple regression, and tools questionnaire given to 107 consumers PT Pusaka Prima Transport. To see how much influence as well as the relationship between the physical evidence, service assurance, customer satisfaction and customer loyalty in PT Pusaka Prima Transport by using multiple regression. The results showed that the four variables have a significant influence in the amount of 42.99% for physical evidence to customer satisfaction, 18.40% for the guarantee of service to customer satisfaction, and 64.8% for customer satisfaction to customer loyalty.