PENGARUH BRAND IMAGE DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN MENGGUNAKAN LAYANAN BPJS KETENAGAKERJAAN DENGAN KEPERCAYAAN SEBAGAI VARIABEL MODERATING (Studi Pada BPJS Ketenagakerjaan Kantor Cabang Madiun)

Abstract

The purpose of this study was to determine the effect of brand image and service quality on customer satisfaction using BPJS Employment services with trust as a moderating variable. (study on BPJS Employment at the Madiun branch office). The data collection method is done through a questionnaire distributed to BPJS Ketenagakerjaan customers at the Madiun Branch Office. The population in this study are BPJS Employment customers at the Madiun Branch Office. The sample used in this study was 100 respondents with purposive sampling sampling technique, and the data collection instrument used a questionnaire with a Likert scale that was tested and met the reliability and validity requirements. The data obtained were then processed using the SPSS 24 analysis tool and the Moderated Regression Analysis (MRA) analysis method. The results show that brand image and service quality have a positive effect on customer satisfaction. Trust is able to moderate the influence of brand image and service quality on customer satisfaction. Keywords: Brand Image, Service Quality, Satisfaction, Trust and BPJS Ketenagakerjaan