ANALISIS PENGARUH TRANSPARANSI KOMUNIKASI DAN RESPONSIVITAS TERHADAP MASALAH DALAM PENINGKATAN KEPERCAYAAN KONSUMEN PADA PT SEPERTIGA MALAM SINERGI SUMATERA UTARA

Abstract

This study aims to analyze the effect of communication transparency and responsiveness on increasing consumer trust at PT Sepertiga Malam Sinergi, North Sumatra. The background of this study is based on various operational and marketing obstacles faced by the company, such as fleet delays, unverified fuel volume inspections, poor social media management, and a lack of speed and precision in customer service response. This research employs a quantitative approach with primary data collection techniques through questionnaires and interviews, supported by literature studies for secondary data. The population comprises all companies purchasing industrial diesel fuel products from 2019 to 2024, totaling 78 companies, using a total sampling technique resulting in 78 respondents. Data analysis techniques include instrument quality tests (validity and reliability), classical assumption tests, multiple linear regression analysis, hypothesis testing (t-test and F-test), and the coefficient of determination (R2) using SPSS 24.0. The partial results indicate that communication transparency has a positive and significant effect on increasing consumer trust (tcount 4.062 > ttable 1.992, sig. 0.000 < 0.05), and responsiveness has a positive and significant effect on increasing consumer trust (tcount 2.967 > ttable 1.992, sig. 0.004 < 0.05). Simultaneously, communication transparency and responsiveness significantly affect consumer trust with an Fcount of 13.749 > Ftable 2.726 (sig. 0.000 < 0.05). The coefficient of determination (R2) of 0.669 indicates that 66.9% of the variation in consumer trust improvement is explained by communication transparency and responsiveness, while the remaining 33.1% is influenced by other factors outside this research model.