Abstract:

This study aims to determine the effect of Kratom flour export service quality on customer satisfaction at CV. Equator Express in Pontianak. The population in the study were all customers who used the services of CV Khatulistiwa Ekpress Pontianak to send kratom flour to various countries in Europe and America with a total population of 58 entrepreneurs, both individuals and small industries, who were the sample in the study, or saturated sampling technique. The data analysis technique used is simple linear analysis, correlation coefficient (R), coefficient of determination (R2), and model feasibility test (F test). The results show a simple linear regression equation: Y = 2,360 + 0.117 X. The results of the correlation coefficient show an R value of 0.583, which means that the relationship between service quality variables and customer satisfaction variables is moderate. The results of the coefficient of determination show that the value of R square (R2) is 0.576, meaning that the effect of service quality on customer satisfaction is 57.6% and the remaining 42.4% is influenced by other variables not examined in this study. The results of the model feasibility test (F test) obtained an Fcount value of 7,330 > from Ftable 4.01 or a sig value of 0.000 <0.05. Thus, H0 is rejected and Ha is accepted, meaning that a simple linear regression model can be used to predict the effect of service quality on customer satisfaction at CV Khatulistiwa Express.

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