Pengaruh Kualitas Pelayanan After Sales Terhadap Kepuasan Pelanggan Mobil Wuling Jember

Abstract

The automotive industry in Indonesia is rapidly evolving alongside increasing customer demand for four-wheeled motor vehicles. This escalating demand has driven automotive companies to continually innovate and produce cars with the latest designs that cater to customer preferences and needs. This study aims to explore and analyze the influence of after-sales service on customer satisfaction at Wuling Motors Jember. Utilizing both primary and secondary data, the research employs a total sampling technique for data collection. Data analysis involves the use of a questionnaire assisted by SPSS 29 to address the research hypotheses and examine the relationship between after-sales service and customer satisfaction at Wuling Motors Jember. The research findings indicate that the alternative hypothesis (H1) is accepted while the null hypothesis (H0) is rejected, demonstrating a significant impact of after-sales service on customer satisfaction. Specifically, after-sales service accounts for 84.9% of this influence, with the remaining 14.1% influenced by other variables not explored in this research.