PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH PADA PT. BANK RAKYAT INDONESIA (PERSERO) Tbk UNIT NIPAH PANJANG JAMBI

Pamela Delizea, Pamela Delizea (2022) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH PADA PT. BANK RAKYAT INDONESIA (PERSERO) Tbk UNIT NIPAH PANJANG JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Pamela Delizea / 180861201200 / Faculty of Economics / 2022 / The Effect of Service Quality on Customer Satisfaction at PT Bank Rakyat Indonesia Persero Tbk Nipah Panjang Jambi Unit/1 st Supervisor Akhmad Irwansyah S,S.E,M.M/2 nd Supervisor Anisah,S.E,M.M Marketing management is part of a prioritized system for company management performance. For a company, marketing activities are very important, because marketing plays a full role in all company activities. The focus of this research is to prove the influence of service quality on customer satisfaction because it can be seen that currently rapid economic growth has reached the competition that must be faced by business people so that service quality is the focus of the company today to be able to survive in gaining customer trust, the object of this research is PT. Bank Rakyat Indonesia Persero Tbk Unit Nipah Panjang Jambi. Service quality is an activity that benefits from providing satisfaction to customers through service, it is hoped that the desires and needs of customers can be fulfilled. Customer satisfaction is a person's feelings of pleasure or disappointment that arise after comparing their perceptions or deviations against the performance (or results) of their expectations The analytical tool used in this study is simple linear regression. PT. Bank Rakyat Indonesia Persero Tbk Unit Nipah Panjang Jambi is a bank that generally carries out business activities based on conventional principles which in its activities provide services in payment traffic. In accordance with Law no. 7 of 1992 concerning banking. conventional banks, namely banks that carry out conventional business activities which in their activities provide services in payment traffic based on established procedures and provisions. The results of the questionnaire indicate that the service quality dimension has a category of strongly agree because the average value based on the Likert method is 426.3. Then customer satisfaction is categorized as strongly agree with the average value is 434.3. The regression results with equation Y = 0,615 + 0,714X show that the service quality dimension variable partially (partially) has a significant effect on customer satisfaction. The company is expected to maintain customer satisfaction by providing useful products and providing the best service in serving customers who will entrust their financial system to be managed. by PT. Bank Rakyat Indonesia Persero Tbk Unit Nipah Panjang Jambi. And pay attention to the parking area at Bank Rakyat Indonesia Unit Nipah Panjang Jambi. Keywords: Service Quality, Customer Satisfaction

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