Analysis of subscription TV service quality at PT Primavision Banjarmasin

Abstract

The purpose of this study is to determine the effect of Service Quality variables (Tangibles, Reliability, Responsiveness, Assurance, and Empathy), both simultaneously and partially, on Customer Satisfaction of subscription TV services at PT Primavision Banjarmasin. In addition, this research aims to identify the most dominant variable influencing customer satisfaction. The data used were obtained through questionnaires distributed to respondents who were active customers of PT Primavision Banjarmasin. The sampling technique employed was Accidental Sampling, involving a total of 94 customers. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS). The results show that the overall Service Quality variables have a simultaneous and significant effect on customer satisfaction, with an F-value of 40.998. Partially, only three variables significantly influence customer satisfaction: Tangibles (p = 0.008), Reliability (p = 0.002), and Empathy (p = 0.017). Meanwhile, Responsiveness (p = 0.596) and Assurance (p = 0.076) do not have a significant impact. Among these, Reliability was found to be the most dominant factor influencing customer satisfaction (p = 0.002). This finding indicates that customers perceive Tangibles, Reliability, and Empathy as crucial aspects in achieving satisfaction with Primavision’s services. Based on the Coefficient of Determination (R²) value of 0.700, it can be concluded that 70% of customer satisfaction is explained by the three significant service quality variables, while the remaining 30% is influenced by other factors not examined in this study

Keywords: service quality, customer satisfaction, PT Primavision Banjarmasin