Exploring the Effect of Reliability and Responsiveness on Customer Satisfaction at Kadron Photography

Aims: This study aims to determine the effect of Reliability (X1) and Responsiveness (X2) on Customer Satisfaction (Y) at Kadron Photography, in Makassar

Study Design: The quantitative associative research design aims to ascertain the partial and simultaneous relationship between Reliability and Responsiveness and Customer Satisfaction.

Place and Duration of Study: Kadron Photography between July and September.

Methodology: The population in this study were customers who had used services at Kadron Photography from January to October, totaling 730 people. A total of 88 respondents residing in Makassar were obtained using the Slovin formula. Collecting data is done using a questionnaire method which contains questions related to the research variables. The data analyzed technique used was multiple linear regression analysis using two statistical test methods, Simultaneous Test and Partial Test by applying Statistical Product and Service Solution (SPSS).

Results: The multiple regression equation Y = 0.588 + 0.377X1 + 0.568X2 is derived from the study's findings. According to the results of the F test hypothesis, the independent variables (Reliability and Responsiveness) simultaneously have a positive and significant impact on variable Y (Customer Satisfaction), as indicated by the calculated F value being greater than the F table value with a significance level of 0.000 <0.05. With a significance level of 0.000 <0.05, the t test findings showed that Reliability has a substantial and partial positive impact on Customer Satisfaction. The t value of the variable X1 is higher than the value of the t table. As well as X1, the statistical results of the Responsiveness variable show that there is a positive and significant effect on Customer Satisfaction. Furthermore, based on the results of the t test, it is known that Responsiveness has the strongest impact on customer satisfaction compared to reliability.

Conclusion: Kadron Photography must retain their service excellence, which includes Reliability and Responsiveness to ensure that Customer Satisfaction is maintained in the long term.