The Effect Of Physical Evidence And Quality Service On Consumer Satisfaction At GB Parking BIJB Kertajati Airport

Consumer satisfaction is one of the main factors that can influence the progress of the company. The higher the level of consumer satisfaction, the easier it is for the company to achieve its goals. Consumer satisfaction can be influenced by various factors, two of which are physical evidence and service quality. The purpose of this study was to determine the effect of physical evidence and service quality on consumer satisfaction at the GP Parking of BIJB Kertajati Airport, Majalengka Regency. The research method used is descriptive and verification methods. The sample in this study was taken randomly as many as 100 respondents. The data collection technique used was by distributing questionnaires which were then processed using statistical analysis. The results of the study showed that the physical evidence at GB Parking of BIJB Kertajati Airport was good, and there was an increase in consumer satisfaction along with the increase in physical evidence. The same results also showed an increase in consumer satisfaction along with the increase in the quality of consumer service. The results of multiple regression testing also showed that physical evidence and service quality simultaneously influenced consumer satisfaction. The results of this study indicate that physical evidence and service quality have a significant influence on customer satisfaction, so the management of GB Parking BIJB Kertajati needs to prioritize improving physical facilities such as cleanliness, lighting, and completeness of directional signs, as well as strengthening service quality through officer training, accelerating service processes, and utilizing supporting technology. Improvements in both aspects will help create a more comfortable parking experience, increase customer satisfaction, and encourage user loyalty.