The Influence Of Tangibles, Empathy, Responsiveness, Reliability, And Assurance On Consumer Satisfaction At The COCO Kenten Gas Station In Palembang (A Case Study Of The Use Of The Mypertamina Application)

The purpose of this study is to determine the influence of tangibles, empathy, responsiveness, reliability, and assurance on consumer satisfaction at SPBU COCO Kenten Palembang. This study employs a quantitative approach. The sample consists of 272 respondents who are MyPertamina application users at SPBU COCO Kenten Palembang. Data collection was conducted using questionnaires, which were then processed through multiple linear regression analysis using SPSS software version 27. The results of the analysis demonstrate that tangibles, empathy, responsiveness, reliability, and assurance simultaneously have a significant influence on consumer satisfaction at SPBU COCO Kenten Palembang. This is indicated by the calculated F-value (Fcount) of 712.684 with a significance level of 0.000, which greatly exceeds the table F-value (Ftable) of 2.25. Based on the coefficient of determination, the five independent variables account for 93.1% of the variance in consumer satisfaction, while the remaining 7.9% is explained by other factors outside this research model.