Analisis Kualitas Pelayanan, Kepercayaan, Dan Kemudahan Layanan Terhadap Kepuasan Pelanggan

Erlyn Nurul Aeny; Deby Santyo Rusandy

doi:10.32503/otonomi.v26i2.9584

Erlyn Nurul Aeny Adira Finance Madiun
Deby Santyo Rusandy Magister Manajemen, Universitas Islam Kadiri

DOI: https://doi.org/10.32503/otonomi.v26i2.9584

Abstract

This study aims to analyze the effects of service quality, trust, and service convenience on customer satisfaction at Adira Finance Madiun Branch, both partially and simultaneously, and to identify the most dominant variable affecting customer satisfaction. The study employed a quantitative approach using a survey method. The population consisted of 363 customers, while the sample comprised 63 respondents determined using the Krejcie and Morgan approach. Primary data were collected through questionnaires distributed to customers, while secondary data were obtained from relevant documentation and literature. Data were analyzed using descriptive statistics and multiple linear regression with the assistance of SPSS. The results indicate that service quality has a positive and significant effect on customer satisfaction, with a t-value of 2.883 and a significance level of 0.005. Trust also has a positive and significant effect, with a t-value of 2.076 and a significance level of 0.042. Service convenience has a positive and significant effect, with a t-value of 7.370 and a significance level of 0.000, and represents the most dominant variable with a Standardized Beta coefficient of 0.648. Simultaneously, service quality, trust, and service convenience significantly affect customer satisfaction, as indicated by an F-value of 94.484 and a significance level of 0.000. The R Square value of 0.828 indicates that 82.8% of the variation in customer satisfaction can be explained by the three independent variables.

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