Analisis Kepuasan Nasabah terhadap Kualitas Pelayanan di Pegadaian UPC Balamoa Menggunakan Metode Servqual
Studi Kasus: Pegadaian UPC Balamoa
DOI:
https://doi.org/10.62951/bridge.v4i3.1007Keywords:
Customer Satisfaction, Pegadaian UPC Balamoa, Service Quality, SERVQUAL, Simple Linear RegressionAbstract
This study aims to analyze customer satisfaction with service quality at Pegadaian UPC Balamoa using the SERVQUAL method and to determine the effect of service quality on customer satisfaction through simple linear regression analysis. This study employed a quantitative approach using a survey method. Data were collected through observation, literature review, and questionnaire distribution to 101 respondents selected using purposive sampling. Data analysis included validity testing, reliability testing, SERVQUAL analysis, residual normality testing, simple linear regression analysis, t-test, and the coefficient of determination (R²). The results showed that service quality at Pegadaian UPC Balamoa was generally perceived as good by customers; however, all SERVQUAL dimensions had negative gap values, indicating that the service quality had not fully met customer expectations. The Assurance dimension was the main priority for improvement because it had the largest gap value, while the Empathy dimension had the smallest gap value, indicating that it was the closest to customer expectations. The results of the simple linear regression analysis showed that service quality had a positive and significant effect on customer satisfaction, with an R² value of 0.510. This means that service quality explained 51.0% of the variation in customer satisfaction, while the remaining 49.0% was influenced by other factors outside the scope of this study. Therefore, continuous improvement in service quality, particularly in the Assurance dimension, is necessary to enhance customer satisfaction at Pegadaian UPC Balamoa.
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