ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH SIMPEDES PADA PT. BRI (PERSERO) Tbk, CABANG AMBON DI KOTAMADYA AMBON

Abstract

This study aims to identify and analyze: (1). The influence of service quality dimensions (tangible, realibility, responsivennes, Assurances, emphaty) on the level of customers” satisfaction at the Ambon branch office of PT. BRI (Persero) Tbk in Ambon municipality; and (2) the dimension of service quality that has the most dominant influence on the level of customer’s satisfaction. The methods of this study were multiple regression analysis and the classic assumption test, heteroskedasticity (Spearman’s rho test) and multicollinearity (the inflation factor value).

The result reveal that; (1) simultaneously, there is a significant influence of the independent variables (tangible, reability, responsiveness, assurances and emphaty) on the dependent variable (customers’ satisfaction); and (2) the service quality dimension that has the most dominant influence on Simpedes customers’ satisfaction is responsiveness.