PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH DENGAN REPUTASI BANK SEBAGAI VARIABEL INTERVENING PADA PT. BANK RAKYAT INDONESIA (PERSERO) TBK CABANG KOTA SUNGAI PENUH

Amti Zulpen, S.AP

Abstract

This study aims (1) to determine the effect of service quality on customer satisfaction at PT. Bank Rakyat Indonesia (Persero) Tbk Sungai Penuh City Branch (2) to determine the effect of service quality on the reputation of the bank at PT. Bank Rakyat Indonesia (Persero) Tbk Sungai Penuh City Branch (3) To Determine the Effect of Bank Reputation on Customer Satisfaction at PT. Bank Rakyat Indonesia (Persero) Tbk Sungai Penuh City Branch (4) To determine the effect of service quality on customer satisfaction through the reputation of the bank at PT. Bank Rakyat Indonesia (Persero) Tbk Sungai Penuh City Branch. The method used in this research is quantitative method. Research Results Using multiple linear regression It is known that Service Quality has a positive effect on Customer Satisfaction, Service Quality has a positive effect on Bank Reputation, Bank Reputation has a positive effect on Customer Satisfaction, and Service Quality has a positive effect on Customer Satisfaction through Bank Reputation at PT. Bank Service Quality, Bank Reputation, and Customer SatisfactionRakyat Indonesia (Persero) Tbk Sungai Penuh City Branch is proven by a significance of 0,000, therefore f count> f table (68,215> 3.19) then H0 is rejected and Ha is accepted. With a significance value less than 0.05 (0.000 <0.05) and Service Quality has a positive effect on Customer Satisfaction with a value of tcount 6,695 and ttable 1,677 (6,695> 1,677) and bank reputation has a positive effect on customer satisfaction as evidenced by tcount> ttable (2,381 > 1,677). The conclusion of this research is that the service quality and reputation of the bank together have a positive effect on customer satisfaction at BRI Bank, Sungai Penuh city.