Analysis of the Influence of Service Quality on Customer Satisfaction of Guidance Services at PT Pelabuhan Indonesia III (Persero) Tanjung Emas Branch Semarang

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Analysis of the Influence of Service Quality on Customer Satisfaction of Guidance Services at PT Pelabuhan Indonesia III (Persero) Tanjung Emas Branch Semarang

Sumarzen Marzuki, Nugroho Dwi Priyohadi, Ferianto Ari Yudha STIA and Newnawati Port Management Surabaya, Indonesia

[email protected], [email protected], [email protected]

Abstract

The main problem that is often criticized by the general public today is quality. For sectors engaged in services, service quality plays an important role. Service quality is closely related to customer satisfaction. consideration of consumers as the main problem the company must solve at least to be able to survive in the fierce competition.

The quality in question is reliability, responsiveness, physical evidence, assurance, and empathy that affect customer satisfaction of pilotage services at PT Pelabuhan Indonesia III (Persero) Tanjung Emas Branch Semarang. the importance of this, the research was carried out simultaneously and partially. The research population is pilotage service users who are active in Tanjung Emas port, Semarang. The results showed that service quality had a positive influence on customer satisfaction of pilotage services. PT Pelabuhan Indonesia III (Persero) Semarang Tanjung Emas Branch should remain disciplined, enthusiastic, in providing the best service to customers

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Keywords

:

Assurance, Empathy Reliability, Responsiveness, Tangible.

1. Introduction

Based on its geographical location, Indonesia is a country that has a strategic position in the midst of world traffic. This is due to the location of the territory of the Indonesian state which is between two continents, namely the Asian continent and the Australian continent and is flanked by two oceans, namely the Indian Ocean and the Pacific Ocean. Port services include ship services (anchoring, mooring, pilotage, tug and ship water) and goods services (pier services and new services). One of the port services that has a vital role in ship activities at the port is scouting services.

Guiding is a scout activity in assisting, providing advice and information to the captain about the condition of ports, waters, and local shipping lanes that are important so that voyages can be carried out safely, safely and smoothly for the safety of the ship and the environment. Seaman scouts are those who have expertise in the nautical field who meet the requirements to conduct ship scouting. The pilot officer holds the key in ship service in a port, because the pilot officer is responsible for the movement and safety of the ship in the port environment.

Whether or not the ship docks is very dependent on the scout officers in carrying out the tasks supported by the facilities and infrastructure.

Research on the need for the number of scouts at Tanjung Emas Port was once carried out by Belatrix (2020) which obtained from this research that the availability of the number of scout personnel at the Tanjung Emas Port, Semarang was still in the insufficient category because the number of scouting guides was 8 (eight), while the need for scouts was not sufficient. as many as 9 (nine) people.

In addition to the number of scout personnel that needs to be increased, auxiliary facilities such as scout motorbikes need to be renovated and some equipment needs to be updated such as VHF radios and PPE as well as operational cars which are often damaged.

According to Tjiptono (2019) there are five dimensions or five main factors of service quality that consumers use to assess/determine quality. consists of:

1) Reliability 2) Responsiveness 3) Tangible 4) Assurance 5) Empathy.

According to Kotler & Armstrong (2012) the higher the quality of the products and services provided, the higher the satisfaction felt by customers.

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2. Literature

2.1. Service Quality

Quality of Service according to Rambat & Hamdani (2011) Service quality is how much the difference between expectations and the reality of customers for the services they receive.

According to Tjiptono (2011) adding that quality is the level of excellence expected and control above that level of excellence to meet customer desires

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2.2. Service Characteristics

According to Alma (2011) suggests 3 characteristics of services, namely: More intangible than tangible (more intangible than tangible), Concurrent production and consumption (stimulating production and consumption), Lack of standards and uniformity (less standard and uniform). According to Nasution (2015) services have four main characteristics, namely intangible (intangibility), inseparable (inseparability), varied (variability) and perishability.

2.3. Dimensions of Service Quality

According to Tjiptono F (2014) Five dominant factors or determinants of service quality are Reliability (Reliability), Responsiveness (Responsiveness), Physical Evidence (Tangible), Assurance (Assurance), and Empathy (Emphaty).

According to Parasuraman et al. (1990) in Hardiyansyah (2011), service quality can be measured from 5 dimensions, namely: Reability (reliability), Responsiviness (responsiveness), Tangible (physical evidence), Assurance (Guarantee), Empathy (Empathy).

2.4. Customer Satisfaction

According to Indrasari (2019), satisfaction is the consumer's feelings after comparing what he received and his expectations. According to Daga (2014), satisfaction or is the consumer's response to the perceived evaluation between expectations before purchase from the actual performance of the product/service that is felt after its use.

2.5. Previous Research

1. Imroatul & Octarina (2010) entitled Analysis of the Effect of Service Quality on Consumer Satisfaction at St.

Hospital. Elisabeth Semarang. This study aims to determine the effect of physical appearance, reliability, responsiveness, and assurance on consumer satisfaction at St. Hospital. Elisabeth Semarang.

2. Aulia (2011) entitled The Effect of Service Quality on Service User Satisfaction at PT Pelabuhan Indonesia IV (Persero) Makassar Container Terminal Branch. Five service dimensions (reliability, responsiveness, assurance, empathy, tangible) have a significant effect on service user satisfaction. Where the better the service provided by the company, it will directly increase the satisfaction of service users. This can be seen from the value of sig < 0.05.

3. Hendrik & Leonard, (2012) entitled Analysis of the Effect of Service Quality on Patient Satisfaction at Elim Hospital Kab. North Toraja with service dimensions (Reliability, Responsiveness, Assurance, Empathy, Tangible). The results of hypothesis testing indicate that all service quality variables have a positive and significant effect on customer satisfaction and patient satisfaction at Elim Hospital Kab. North Toraja.

4. Alaan (2016) entitled The Effect of Service Quality (Tangible, Empathy, Reliability, Responsiveness, and Assurance) on Customer Satisfaction in Hotels Serela Bandung. This study aims to determine and explain the effect of service quality to customer satisfaction at Hotel Serela Bandung.

5. Ai Siti (2011) entitled The Effect of Port Service Quality on Unloading Customer Satisfaction at PT Pelabuhan Indonesia I (Persero) Belawan Branch. The results of these tests are Tangible, Reliability, Responsiveness, Assurance, and Empathy have a significant effect on loading and unloading customer satisfaction at PT Pelabuhan Indonesia I (Persero) Belawan branch.

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Figure 1. Conceptual Framework Explanation :

= Indicator = Variable = Effect = Influenced 2.6. Hypothesis

H1: Reliability is considered to have a positive effect on customer satisfaction of piloting services.

H2: Responsiveness has a positive effect on customer satisfaction of pilotage services.

H3: Tangible has a positive effect on customer satisfaction of piloting services.

H4: Assurance has a positive effect on customer satisfaction of piloting services.

H5: Empathy has a positive effect on customer satisfaction of piloting services.

3. Research Methods

3.1. Types of research

The type of research used in this study is research on the explanation of the effect (Explain). This research is a type of explanatory research that aims to explain the causal relationship between variables through hypothesis testing with the title: “Analysis of the Effect of Service Quality on Guidance Service Customers at PT Pelabuhan Indonesia III (Persero) Tanjung Emas Branch Semarang”

3.2. Population and Sampling Techniques

The population in this study were scouting service users in the work area of PT Pelabuhan Indonesia III (Persero) Tanjung Emas Semarang Branch. The research was conducted for three months. The sample in this study was taken from a total population of 100 respondents.

3.3. Data Analysis Technique

The data collected will be analyzed using statistical analysis techniques using the SPSS version 22 .

Customer Satisfaction

Scouting Service (Y)

X1.1

X1.2

X1.3

X2.1

X2.2

X2.3

X3.1

X3.3 X3.2

X4.1 Q X4.2

X4.3

X5.1

X5.2

X5.3

Reliability (X1)

Responsiveness (X2)

Tangible (X3)

Assurance (X4)

Satisfaction(Y)

Y1 Y2 Y3 Y4

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Test the Validity and Rehabilitation of Research Instruments:

1. Validity Test

Validity test is to measure the validity or validity of a questionnaire. A questionnaire is said to be valid if the questions on the questionnaire are able to reveal something that will be measured by the questionnaire. The questionnaire is said to be valid if r count is greater than r-table.

2. Reliability Test

Reliability test is a tool to measure a questionnaire which is an indicator of a variable or construct. A questionnaire is said to be reliable or reliable if the respondents' answers to questions are consistent or stable from time to time. In general, a construct or variable is said to be reliable if the Cronbach Alpha value is greater than 0.60.

3.4. Classical Assumption Test 1. Multicollinearity Test

Multicollinearity test aims to test whether the regression model found a correlation between the independent variables (independent). The cutoff value commonly used to indicate the presence of multicollinearity problems is the Tolerance value < 0.10 or the same as the VIF value > 10.

2. Heteroscedasticity Test

Heteroscedasticity test will be indicated by the regression coefficient of each independent variable to the absolute value of the residue (e). If probability > alpha value (0.05), it can be ascertained that the model does not contain elements of heteroscedasticity. If the probability of the correlation result is less than 0.05 (5%) then the regression equation contains heteroscedasticity and vice versa means non-heteroscedasticity or homoscedasticity.

3. Normality test

This normality test aims to determine after the treatment will be normally distributed or not. The normal distribution will form a straight diagonal line and plotting data will be compared with the diagonal line.

3.5. Multiple Regression Analysis

Multiple linear regression analysis is used to analyze the effect of several independent variables or independent variables (X) on one dependent variable or dependent variable (Y) together. In addition, regression analysis is also used to test the truth of the hypothesis proposed in this study, whose model is as follows:

Y = a+ b1 X1 + b2 X2 + b3 X3 + b4 X4 + b5 X5 e Explanation:

Y = Customer Satisfaction A = Constanta

b1 = Regression Coefficient X1 (Reliability) b2 = Regression Coefficient X2 (Responsiveness) b3 = Regression Coefficient X3 (Tangible) b4 = Regression Coefficient X4 (Assurance) b5 = Regression Coefficient X4 (Empathy) X1 = Reliability

X2 = Responsiveness X3 = Tangible X4 = Assurance

X5 = Empathy

e = error

3.6. Hypothesis Testing 1. F test

The F test is a test of the significance of the equation used to determine how much the independent variables (X1, X2, X3, X4, X5) together have on the independent variable (Y). If Fcount < Ftable, then Ho is accepted and Ha is rejected, there is no simultaneous effect. If Fcount > Ftable, then Ho is rejected and Ha is accepted the possibility of a simultaneous influence.

2. T Test

The t test is an individual partial regression coefficient test that is used to determine whether the independent variable (X) individually affects the dependent variable (Y).

3. Coefficient of Determination (R²)

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Every additional one independent variable, then R2 must increase. Therefore, many researchers use R square adjustment when developing regression models. Unlike R2, the adjuste value of R2 can increase or decrease if one variable is added to the model.

4. Results and Discussion

4.1. Research Results 1. Validity test

Table 1. Validity Test Results

No Indicator rcount rtable Explanation

1 Reliability

- Indicator 1 0,907 0,1966 Valid

2 Responsiveness

3 Tangible

4 Assurance

5 Empathy

6 Saticfaction

Source: Primary Processed Data with SPSS

Table 1 shows that all indicators used to measure the variables used in this study have a correlation value greater than 0.166. From these results indicate that all indicators are valid.

4. Reliability Test

Table 2. Reliability Test Results

Variable Alpha Explanation

Reliability 0,883 Reliable

Responsiveness 0,851 Reliable

Tangible 0,830 Reliable

Assurance 0,911 Reliable

Empathy 0,885 Reliable

Satisfaction 0,945 Reliable

The results of the reliability test indicate that all variables have a fairly large Alpha coefficient of 0.6 so that it can be said that all measuring concepts of each variable from the questionnaire are reliable, which means that the questionnaire used in this study is a questionnaire that is each reliable.

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4.2. Classical Assumption 1. Test Normality Test

Figure 2. Result of Normality Test Source: Processed Data

The test results show that the points are not far from the diagonal line. This means that the regression model is normally distributed.

Figure 3. Histogram of Normality Source: Processed Data

The histogram display can be seen in Figure 3 that the dependent curve and regression standards form an image like a bell. The results above, it can be said that the model meets normality, so it can be tested further.

4.3. Multicollinearity Test

Table 3. Multicollinearity Test Results

Variable Tolerance VIF Explanation

Reliability 0,727 1,376 Not multicolonial

Responsiveness 0,354 2,825 Not multicolonial

Tangible 0,623 1,604 Not multicolonial

Assurance 0,430 2,327 Not multicolonial

Empathy 0,276 3,618 Not multicolonial

Satisfaction 0,727 1,376 Not multicolonial

The test results show that the VIF value of all independent variables has a value less than 10. This means that the research variables do not show any symptoms of multicollinearity in the regression model.

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4.4. Heteroscedasticity Test

Figure 4. Result of Heteroscedasticity Test Source: Processed Data

Figure 4 shows that the dots are spread out and do not form a pattern. So it can be said that the study did not experience heteroscedasticity.

4.5. Multiple Linear Regression Analysis

Table 4. Multiple Linear Regression Test Results Coefficientsa

Unstandardized Coefficients

Standardized

Coefficients Collinearity Statistics

Model B Std. Error Beta T Sig. Tolerance VIF

1 (Constant) -7,595 1,430 -5,313 0

X1 ,266 ,104 ,135 2,566 ,012 ,727 1,376

X2 ,684 ,138 ,375 4,957 0 ,354 2,825

X3 ,253 ,126 ,114 2 7 ,048 ,623 1,604

X4 ,449 ,105 ,293 4,264 0 ,430 2,327

X5 ,296 ,142 ,179 2,094 ,039 ,276 3,618

a. Dependent Variable: y

The regression equation model that can be written from these results is in the form of a regression equation as follows:

Y = 0.135 X1+ 0.375 X2+0.114 X3+0.293 X4+0.179 X5 Based on table 4 it can be interpreted that:

1) The regression coefficient for reliability (X1) of 0.135 indicates that the reliability variable has a positive influence on the customer variable. This means that the better the reliability, the higher the desire.

2) The regression coefficient for Responsiveness (X2) of 0.375 indicates that the Responsiveness variable has a positive influence on the customer variable. This means that the better the Responsiveness, the higher it is.The regression coefficient for Tangible (X3) of 0.114 indicates that the Tangible variable has a positive effect on the variable Customer. This means that the better the Tangible, the higher the expectations.

3) The regression coefficient for Assurance (X4) of 0.293 indicates that the Assurance variable has a positive influence on the customer variable. This means that the more assurance the customer's goals will be higher.

4) The regression coefficient for Empathy (X5) of 0.179 indicates that the Empathy variable has a positive influence on the customer variable. This means that the better the Empathy, the higher the level.

From the results of the multiple regression coefficients that have been described in the next explanation, hypothesis testing will be carried out partially or simultaneously.

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1. Hypothesis test

T test (Partial hypothesis testing):

1) The test results between Reliability to the goal obtained a significance value of 0.012 <0.05. With a significance value below 0.05, it shows that reliability has a significant influence on customer satisfaction.

2) The results of the test between Responsiveness to the goal obtained a significance value of 0.00 < 0.05.

With a significance value below 0.05, it indicates that responsiveness has a significant influence on consumer satisfaction.

3) The test results between tangible and the acquisition of a significance value of 0.048 <0.05. With a significance value below 0.05, it shows that physical evidence has a significant influence on consumer satisfaction

4) The test results between Assurance and Customer Loyalty obtained a significance value of 0.0 < 0.05.

With a significance value below 0.05, it shows that Assurance has a significant effect on consumer satisfaction

5) The test results between Empathy to the goal obtained a significance value of 0.039 <0.05. With a significance value below 0.05, it shows that empathy has a significant influence on consumer satisfaction.

2. F Test

Table 5. Simultaneous Effect Test Results ANOVA^b

Type Sum of

Squares

Df Mean Square F Sig

1 Regression 1100,612 5 220,122 80,079 0^b

Residual 258,388 94 2,749

Total 13590 99

a. Dependent Variable: y

b. Predictors: (Constant), x5, x1, x3, x4, x2 Source: Primary Processed Data with SPSS

Based on the results of the F test in the table above, it is known that equation 1 obtained an F-count value of 80,079 with a significance value of 0 0 < 0 5. These results indicate that reliability, responsiveness, tangible, assurance Empathy together have a significant effect on customers.

3. Coefficient of Determination Test

Table 6. Results of the Coefficient of Determination Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the Estimate

1 ,900a ,810 ,800 1,65795

The results of the calculations in table 6 above are obtained by the correlation coefficient or R of 0.900, this indicates that the effect of service quality on customer satisfaction of pilotage services is positive, which is 90.0%. The result of the coefficient of determination or R square (r2) is 0.810 which indicates that 81% of student satisfaction is determined by the quality of the scouting service, while the remaining 19% is influenced by other variables not examined in this study.

4.6. Discussion

1. Effect of Reliability on Customers

The results of this study indicate that reliability has a significant effect on customer satisfaction, this statement can be proven by the results of the probability value being smaller than 0.05, namely 0 0 < 0.05, so HA is accepted and H0 is rejected. Reliability is an important factor in increasing customers, this is done by research conducted by Nguyen and Leblanc and Bellini in Kheng (2013) which states that Reliability has a positive relationship to customer satisfaction.

2. Effect of Responsiveness on Customers

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The results of this study indicate that Responsiveness has a significant effect on customer goals. This statement can be proven by the results of a significant probability value less than 0.05, namely 0.048 < 0.05, so that HA is accepted and H0 is rejected. significant influence between Responsiveness to Customers.

Responsiveness is one of the important factors in increasing customers because they generally rate well for implementation related to Responsiveness, this is related to research conducted by Jun and Cai, Diaz and Ruiz, Joseph, Glaveli in Kheng (2013) which states that Responsiveness becomes important thing in building a customer's loyalty, so that the Bank ensures to increase profits.

3. Effect of Tangible on Customers

The results of this study indicate that Tangibles have a significant effect on customer goals. This statement can be proven by a significant probability value less than 0.05, namely 0.012 < 0.05, so that HA is accepted and H0 is rejected. Tangibles become one of the important factors in increasing goals, this is with research conducted by Sureshchandar in Kheng (2013) considers Tangibles as, so that improvements in their interior to increase customers.

4. Effect of Assurance on Customers

The results of this study indicate that the guarantee has a significant effect on small things. This statement can be proven by the results of a probability value of more than 0.05, namely 0 0 < 0.05, so that HA is accepted and H0 is rejected. Assurance is one of the important factors in increasing goals, this is by research conducted by Rahmat Hilmi (2012) in his journal entitled The Effect of Quality on Customer Loyalty at Bank Syariah Mandiri Banjarmasin, states that the Guarantee variable has a positive and significant influence on Customer Loyalty at Bank Syariah Mandiri Banjarmasin.

5. Effect of Empathy on Customers

The results of this study indicate that Empathy has a significant effect on small things. This statement can be proven by the results of the probability value test of more than 0.05, namely 0.039 <0.05, so that HA is accepted and H0 is rejected. The results of this study are in line with the research conducted by Sudarni (2014) with the research title The Effect of Service Quality on Customers of PT. Bank Muamalat Tbk, Sibolga Sub- Branch, which states that Empathy has a positive and significant effect on customers.

5. Conclusion

The conclusions in this study are:

1. Reliability variable has a significant influence on consumer satisfaction, this is evidenced by the obtained regression coefficient has a positive direction and the value of t count = 2,566 with a significance level of 0.12 which is smaller than the 0.05 significance limit so that H1 is accepted. Responsiveness variable has a significant effect on consumer satisfaction, this is evidenced by the obtained regression coefficient which has.

a direction and t value = 4.957 with a significance level of 0 0 which is smaller than the 0.05 significance limit so that H2 is accepted. Physical Evidence (Tangible) variable has a significant effect on consumer satisfaction, this is evidenced by the obtained regression coefficient has a positive direction and the value of t count = 2 7 with a significance level of 0.048 which is smaller than the 0.05 significance limit so that H3 is accepted. Assurance variable has a significant effect on consumer satisfaction, this is evidenced by the obtained regression coefficient in a positive direction and the value of t count = 4.264 with a significance level of 0 being smaller than the 0.05 significance limit so that H4 is accepted. Empathy variable (Empathy) has a significant effect on consumer satisfaction, this is evidenced by the obtained regression coefficient has a positive direction and the value of t count = 2.094 with a significance level of 0.039 which is smaller than the 0.05 significance limit so that H5 is accepted.

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