PENGARUH SERVICESCAPE TERHADAP KEPUASAN NASABAH DI MASA PANDEMI COVID-19 (Survey Pada Nasabah Bank BRI Cabang Kupang)

Abstract

This study aims to determine the Effect of the Servicescape Dimension on Customer Satisfaction during the COVID-19 pandemic survey of Bank BRI Kupang Branch Office. The independent variable in this study is the servicescape dimension consisting of ambient conditions, spatial layout and functionality, and signs, symbols, and arifacts, while the dependent variable is customer satisfaction. The number of samples as many as 100 respondents who come to transact at the BRI bank Kupang Branch Office. Sampling was done by accidental sampling technique. Data was collected using questionnaires, interviews, and literature studies. The data analysis technique used is descriptive quantitative, multiple linear regression analysis and hypothesis testing using the SPSS 26 application. The results of the descriptive analysis show that overall the respondents give a very good perception of the three servicescape dimensions applied by BRI banks. From the results of Multiple Linear Regression Analysis obtained the mathematical equationn: Y = 8,192 +0,494X1 + 0,241X2 + 0, 826X3. Both the t test and F test results show that simultaneously and partially the three servicescape dimensions have a significant effect on customer satisfaction. Based on the Adjusted R2 value, it shows the contribution of the Servicescape variable to customer satisfaction by 66,1%. While 33,9% is influenced by other variables outside the focus of this study. The other variable is the service quality that can be taken into consideration for further researchers in addition to the existing variables.