Analisis Pengaruh Kualitas Layanan Responsiveness Terhadap Kepuasan Pelanggan Pada UMKM Law Chicken (Studi Kasus Masyarakat Kecamatan Bengkalis)

This study was conducted to analyze respondents’ perceptions of service responsiveness, analyze respondents’ perceptions of customer satisfaction, and analyze the effect of service responsiveness on customer satisfaction at Law Chicken. This is an associative study. The sampling technique used in this study was non-probability sampling with a purposive sampling method, involving a total of 100 respondents. The results of this study were analyzed using simple linear regression and were found to be statistically significant. The correlation coefficient was positive and direct, with a value of 0.724. The positive simple linear regression equation is Y = 2.644 + 0.863, and the coefficient of determination is 0.525, meaning that service responsiveness quality accounts for 52.5% of customer satisfaction, while the remaining 47.5% is influenced by other variables such as reliability, assurance, and tangibles. The results of this study indicate that service quality in terms of responsiveness has a significant effect on customer satisfaction, with a calculated t-value greater than the critical t-value (10.403 > 1.984), meaning that the alternative hypothesis (Ha) is accepted and the null hypothesis (Ho) is rejected. This confirms that the service quality variable of responsiveness influences customer satisfaction.