摘要：Service quality is a very important strategy for the development and the successful of business organization. The concept of quality is often consider as a relative measure of the goodness of a product or service that is consist of design quality and fit quality.the concept of service quality consist of five variables: tangibles varable,reliability variable,resposiveness variable,assurance variable,emphaty variable that comes from service quality of market merchant (X) and service quality of market district office (V). The concept of satisfaction consist of onevariable Consumer/buyer satisfaction (Y). With the method of Proportional Sampling,the respondent is 190 people which divided for each market: main class market 34 people,first class market 126 people,second class market 18 people,and third class market 12 people. The analysis used factor analysis (to reduce experiment component),regresion analysis (to understand the influence of independent variable to dependent variable through direct approach),and path analysis (to understand the influence of independent variable to dependent variable through indirect approach). Research variables was focused into tangibles (X1&V1),reliability (X2&V2), responsiveness (X3&V3),assurance (X4&V4),emphaty (X5&V5) as independent variables,and consumer satisfaction (Y) as dependent variable. The coefficient of determinant and the coefficient of correlation of market merchant and market district office proved that all independent variable as variable that was considered by buyer in judging service quality. F test,T test and Path analysis proved that independent variable that consist of tangibles (X1&V1),reliability (X2&V2), responsiveness (X3&V3),assurance (X4&V4),emphaty (X5&V5) simultaneously or partially influence consumer (buyer) satisfaction in Malang market trough direct and indirect approach. Coefficient Betha on reliability variable for market merchant and market district office proved that variable has the strongest influence to consumer satisfaction in Malang market. The result of the research shows that service quality of market merchant and market district office influence consumer (buyer) satisfaction in Malang. The consequences is that Market Departement of Malang has to pay more attention on those variables on the effort to increase consumer’s satisfaction..
其他摘要：Kualitas pelayanan (service quality) merupakan suatu strategi yang sangat penting bagi perkembangan dan keberhasilan organisasi bisnis. Konsep kualitas sering dianggap sebagai ukuran relatif kebaikan suatu produk atau jasa yang terdiri dari atas kualitas
