PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH AGEN BRILINK MOH ARIFIN DI KELURAHAN ALAK, KOTA KUPANG

Abstract

This research was conducted at the BRILink agent Moh Arifin in Alak Village, Kupang City. This study aims to determine and analyze both partially and simultaneously, the effect of service quality consisting of Physical Evidence, Reliability, Responsiveness, Assurance and Empathy on customer satisfaction. This study uses Service Quality which consists of Physical Evidence, Reliability, Responsiveness, Assurance and Empathy as independent variables and Customer Satisfaction as the dependent variable.       The number of samples is 100 respondents, the sampling technique used is purposive sampling. Data collection was carried out using questionnaires, interviews, and observations. The data analysis technique used is quantitative descriptive, multiple linear regression analysis and hypothesis testing through the t test and F test, using the SPSS V.25 application.       The results of the study obtained the regression equation: Y = 2.431 + 0.782 X1 + 0.502 X2 + 0.563 X3 + 0.626 X4 + 0.444 X5. Testing the hypothesis using the t test shows that the independent variables namely physical evidence, reliability, responsiveness, assurance and empathy have proven to significantly affect the dependent variable of customer satisfaction. Through the f test it can be seen that the independent variable is indeed feasible to test the dependent variable Customer Satisfaction. Adjust R Square figure of 0.654 or 65.4%; shows that 65.4% of the customer satisfaction variable is influenced by the independent variable in the regression equation. While the remaining 34.6% is influenced by other variables not discussed in this study.