Universitas Muhammadiyah Purwokerto ABSTRACT This research was aimed at investigating the effect of service quality on the customer's satisfaction in Purwokerto Selatan Municipal Water Company. This research applied the quantitative method. There were two scales used in this research, namely the service quality and the customer's satisfaction scales. The subjects of this research were 267 customers of Purwokerto Selatan Municipal Water Company.
The validity test in this research used the product-moment correlation, while the reliability test used the Cronbach Alpha technique. The simple linear regression test with one independent variable and one dependent variable was used to analyze the data. The results of the research showed that the service quality scale had a moving validity score of 0.269 to 0.787 with 37 valid question items and got a reliability score of 0.927. Meanwhile, the customer's satisfaction scale showed the moving validity score of 0.269 to 0.841 with 36 valid question items and got a reliability score of 0.825.
Based on the data analysis on the level of sig. 5%, it was achieved the f table of 3.84, which meant there was an effect of the service quality on the customer's satisfaction in Purwokerto Selatan Municipal Water Company (f test = 19.434 and p = 0.000 < 0.05). Moreover, there was an effective contribution as much as 26.8%.