ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH Studi Pada Nasabah BRI Cabang Semarang Pattimura

Abstract

Every company would like to achieve a success. To achieve this, companies need a strategy to face competition that increasingly stringent. One thing to note the company that want to achieve its success is the quality of service. For companies engaged in the service sector, such as banks, providing a quality service to customers is an absolute thing to do if the company wants to achieve success. This research aims to analyze the factors that may affect the level of customer satisfaction in BRI branch Semarang Pattimura. The population in this research were customer savings of BRI Branch Semarang Pattimura. Sample were 100 persons and the method used is Accidental sampling. The data was collected by distributing questionnaires to the respondents. The analysis used is multiple linear regression, where Y is customer satisfaction variable, X1 is tangible variable, X2 is reliability variable, X3 is responsiveness variable, X4 is assurance variable, and X5 is empathy variable. Hypothesis testing by t-test showed that only empathy and assurance variables that influence of positive and significant impact on customer satisfaction. While the responsiveness, tangible and reliability variable influence of positive on customer satisfaction but not significant. Adjusted R2 of 0,549 indicates that 54,9% customer satisfaction can be explained by tangible, reliability, responsiveness, assurance and empathy variables. While the rest 45,1% can be explained by other variables outside of five variables used in this research.