ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH (Studi Kasus Pada Nasabah Bank Jateng Cabang Utama Semarang)

Abstract

Competition in today's business world is increasingly tight. It is also felt among business people in banking who are required to have a better quality of service. This study aims to research how much influence the quality of service to customer satisfaction Bank Jateng The Main Branch Semarang. After knowing the related literature review, in this study established important variables that affect customer satisfaction is strongly suspected that the physical appearance (tangibles), reliability, security (assurance), responsiveness, and concern (empathy). Therefore, understanding the influence of physical appearance (tangibles), reliability, security (assurance), responsiveness, and concern (empathy) with the variables that influence it can be viewed as a strategic base for the development of customer satisfaction. The sample in this study were 100 people Main Branch Bank customers Semarang Central Java were randomly conducted using a purposive sampling technique was then performed sampling and analysis of data obtained by using the analysis of quantitative and qualitative data. Quantitative analysis includes: test validity and reliability, the classical assumption test, multiple regression analysis, hypothesis testing via t test and F test, and analysis of the coefficient of determination (R2). Qualitative analysis is an interpretation of the data obtained in this study and the results of data processing that have been implemented by giving a description and explanation Data that have met the test of validity, test reliability and test the assumptions of classical processed resulting regression equation as follows: Y = 0,122 X1 + 0,235X2 + 0,201 X3 + 0,211 X4 + 0,292 X5 Where Customer Satisfaction variable (Y), Physical Existence variable (X1), the variable reliability (X2), Power Response variable (X3), the variable Assurance (X4), and variable Concern (X5). Testing the hypothesis using the t test showed that the five independent variables under study is found to significantly affect the dependent variable partially on Customer Satisfaction. Then through the F test can be seen that the variables of Physical Existence, Reliability, Power Response, Security, and concerns simultaneously influence the dependent variable. Figures Adjusted R Square is equal to 0.779 which shows that between the physical form, reliability, responsiveness, assurance, and empathy are able to explain jointly against a bank customer satisfaction Bank Jateng The Main Branch Semarang of 77.90%, while the rest is influenced by other variables that not examined, such as promotions, interest rates and others.