Analysis Discriminant Customer Satisfaction of Services Quality At Oriskin Skin Care Jember

Abstract

This study aims to analyze service quality variables (Tangibles, Reliability, Responsiveness, Assurance and Empathy) that can distinguish satisfied consumers and dissatisfied consumers at Oriskin Skin Care Jember clinics. This study also aims to analyze which service quality variables are the most dominant for consumers in differentiating satisfied and dissatisfied consumers in Oriskin Skin Care Jember. The population of this study was female consumers of Oriskin Skin Care while the sample in this study was selected based on purposive sampling. The data used in this study are primary and secondary data. Primary data was obtained by distributing to 150 respondents. While secondary data is obtained through the internet. The analytical method used is a discriminant analysis of two categories namely satisfied consumers and dissatisfied consumers.