THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT BPR POLATAMA KUSUMA NGAWI BRANCH OFFICE

Nanang Agus Wibowo, Hari Purwanto

Abstract


Abstrak 

Penelitian ini menganalisis pengaruh kualitas pelayanan ((tangible, reliability, responsiveness, assurance, dan empathy)) terhadap kepuasan nasabah di BPR Polatama Kusuma Cabang Ngawi, menyikapi fenomena penurunan nasabah tiga tahun terakhir. Menggunakan metode kuantitatif, data dikumpulkan dari 324 responden dan dianalisis melalui regresi linier berganda.Hasil uji F menunjukkan bahwa secara simultan, kelima dimensi kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan nasabah dengan kontribusi (R2) sebesar 82,6%. Secara parsial (uji t), variabel Daya Tanggap (p=0,004), Jaminan (p=0,000), dan Empati (p=0,000) berpengaruh positif dan signifikan. Namun, Bukti Fisik dan Keandalan tidak berpengaruh signifikan (p>0,05).Temuan ini mengindikasikan bahwa nasabah perbankan mikro di Ngawi lebih mengutamakan aspek fungsional, kepastian keamanan, dan pendekatan personal (humanis) dibandingkan kemegahan fasilitas fisik kantor maupun prosedur keandalan standar. Hasil ini menjadi evaluasi bagi manajemen untuk memprioritaskan strategi customer retention berbasis hubungan interpersonal.

Kata Kunci : Kualitas Pelayanan, Kepuasan Nasabah, BPR Polatama Kusuma, Ngawi.

Abstract 

This study analyzes the influence of service quality (tangible, reliability, responsiveness, assurance, and empathy) on customer satisfaction at BPR Polatama Kusuma, Ngawi Branch, in response to the phenomenon of customer decline in the last three years. Using quantitative methods, data were collected from 324 respondents and analyzed through multiple linear regression. The F-test results show that simultaneously, the five dimensions of service quality have a positive and significant effect on customer satisfaction with a contribution (R2) of 82.6%. Partially (t-test), the variables Responsiveness (p=0.004), Assurance (p=0.000), and Empathy (p=0.000) have a positive and significant effect. However, Physical Evidence and Reliability do not have a significant effect (p>0.05). These findings indicate that micro banking customers in Ngawi prioritize functional aspects, security assurance, and a personal (humanistic) approach over the splendor of physical office facilities or standard reliability procedures. These results serve as an evaluation for management to prioritize customer retention strategies based on interpersonal relationships.

Keywords: Service Quality, Customer Satisfaction, BPR Polatama Kusuma, Ngawi.


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References


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