ANALYZING SERVICE QUALITY DIMENSIONS AND DIGITALIZATION ON CUSTOMER SATISFACTION AT ZARA PONDOK INDAH MALL JAKARTA

• Main Author: Namira Andarwan, Hana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85659
• Institution: Institut Teknologi Bandung

Zara is a global fashion company that has been established in several countries, one of which is Indonesia. One of the stores in Indonesia is located in Pondok Indah Mall and this research will analyze how well Zara Pondok Indah MallJakarta’s service quality and digitalization are sufficient enough to meet the customer's satisfaction. This research aims to examine the relationship between Service Quality using the SERVQUAL method and Digitalization regarding Customer Satisfaction. To assess it, the author will analyze the study by questioning “How do Service Quality and Digitalization give the impact to Customer Satisfaction on Zara’s Pondok Indah Mall”. This study used a quantitative descriptive method by distributing the questionnaires and gaining ninety-one respondents. From these six dimensions, there are three dimensions that have been accepted, namely Responsiveness variable with the t count value 3,195 and significance 0,002 is below 0,05 and also Empathy variable and Digitalization have t count and significance that below 0,05 in summary Responsiveness, Empathy, and Digitalization give a positive influence on customer satisfaction in Zara Pondok Indah Mall. Overall, the ability of the independent variables such as digitalization, responsiveness, tangible, reliability, empathy and assurance can influence customer satisfaction for 81,7%, while the rest 18,3% affected by other independent variables that are not explained in this research.