PENGARUH KUALITAS PRODUK TABUNGAN WADIAH TERHADAP KEPUASAN NASABAH DI BSI KCP STABAT
DOI:
https://doi.org/10.70281/761f2d44Kata Kunci:
Service Quality, Customer Satisfaction, Wadiah Savings, SERVQUAL, BSI KCP StabatAbstrak
This study aims to determine the level of customer satisfaction with Wadiah Savings products at BSI KCP Stabat based on the service quality dimensions of tangible, reliability, responsiveness, assurance, and empathy; to determine the service quality dimension with the highest average rating; and to determine the extent to which overall service quality affects customer satisfaction. This study employed a descriptive quantitative approach. The sample consisted of 100 respondents who were active Wadiah Savings customers at BSI KCP Stabat and had been customers for at least six months. Data were collected using a questionnaire with a Likert scale. The data analysis techniques included validity testing, reliability testing, descriptive statistical analysis, normality testing, heteroscedasticity testing, linearity testing, simple linear regression analysis, t-test, and coefficient of determination. The results showed that the average score of Service Quality was 3.48, which was categorized as Satisfied, while the average score of Customer Satisfaction was 3.30, which was categorized as Moderately Satisfied. Based on the five dimensions of service quality, tangible obtained an average score of 3.48, reliability 3.39, responsiveness 3.53, assurance 3.50, and empathy 3.50. The responsiveness dimension had the highest average rating, with a score of 3.53. The results of the simple linear regression analysis produced the equation Ŷ = 0.053 + 0.932X. The t-test results showed a calculated t-value of 10.439 with a significance value of < 0.001, indicating that Service Quality has a positive and significant effect on Customer Satisfaction. The R Square value of 0.526 indicates that Service Quality explains approximately 52.65% of the variation in Customer Satisfaction, while the remaining 47.35% is associated with other factors not included in the research model.
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