Page 334 - MARSIUM'21 COMP OF PAPER

Jamy Ong & Adaviah (2022)

4.7.2 Multiple Regression Analysis

Standardized
Unstandardized Coefficients Coefficients
Hypothesis B Std. Error Beta t Sig. Outcome
(Constant) .521 .185 2.824 .005
H1 Tangible .412 .093 .421 4.449 .000 Accepted
H2 Assurance -.004 .075 -.005 -.055 .956 Rejected
H3 Responsiveness .438 .076 .434 5.766 .000 Accepted
H4 Reliability .022 .081 .027 .272 .786 Rejected
H5 Empathy -.038 .087 -.046 -.441 .660 Rejected

Table 4.19: Hypothesis Testing

The result above shows the relationship between the five dimension which are tangible, assurance, responsiveness,
reliability and empathy and customer satisfaction of J&T Express Kota Shahbandar Malacca customer. Out of the five-
dimension, tangibility and responsiveness had a substantial effect on the customer satisfaction of J&T Express Kota
Shahbandar Malacca customer. The table above concluded that tangibility dimension (β= 0.412, p < 0.05), assurance dimension
(β= -0.004, p > 0.05), responsiveness dimension (β= 0.438, p < 0.05), reliability dimension (β= 0.022, p > 0.05) and empathy
dimension (β= -0.038, p > 0.05). Hence, only H1 an H3are accepted and H2, H4 and H5 are not accepted.

Table below shows the rank of the independent variables with their unstandardized coefficient (β).

In the Multiple Regression Analysis, the equation was formed as shown below where this equation explored the relationship
between dependant variables and independent variables.

Y = C + β1D1 + β2D2 + β3D3 + β4D4 + β5D5
which,
Y = Customer satisfaction in the courier industry
C = Constant value
β = Unstandardized coefficient
D = Dimensions of service quality (Tangible, Assurance, Responsiveness, Reliability and Empathy).

From result, the amount obtained was placed into the equation:
Customer Satisfaction = 0.521 + 0.412 Tangible - 0.004 Assurance + 0.438 Responsiveness - 0.022 Reliability -0.038
Empathy

Multiple Regression Equation Interpretation:
The interpretation of the regression equation obtained is as follows. First, the constant is 0.521 indicates that without
Tangibles (D1), Assurance (D2) Responsiveness (D3), Reliability (D4), and Empathy (D5), customers remain satisfied with
the quality of service at J&T Express Kota Shahbandar Malacca. Second, the tangibles regression coefficient (D1) has a
positive sign that is 0.412, which means that if there is an increase related to tangibles given to the customer, then the customer
satisfaction at J&T Express Kota Shahbandar Malacca will also increase. Third, the regression coefficient of assurance (D2)
is -0.004 with a negative sign, which indicate that if there is an increase related to assurance given to the customer, then the
customer satisfaction in J&T Express Kota Shahbandar Malacca will also decrease. Fourth, the regression coefficient of
Responsiveness (D3) is 0.438 with a positive sign, which means that if there is an increase associated with Responsiveness
given to the customer, then the customer satisfaction at J&T Express Kota Shahbandar Malacca will also increase. Fifth, the
regression coefficient of reliability (D4) is 0.022 and is marked positive, which means that if there is an increase related to
assurance given to the customer, then the customer satisfaction at J&T Express Kota Shahbandar Malacca will also increase.
Sixth, the regression coefficient of empathy (D5) is -0.038 with a negative sign, which means that if there is an increase related
to Assurance given to the customer, then the customer satisfaction in J&T Express Kota Shahbandar Malacca will also
decrease.

313