THE INFLUENCE OF RELIABILITY, RESPONSIVENESS AND ASSURANCE ON CUSTOMER SATISFACTION OF INDEPENDENT ISLAMIC BANKS KCP PULO BRAYAN MEDAN

Abstract

This study aims to determine how the influence of reliability, responsiveness, and assurance on customer satisfaction of Bank Syariah Mandiri KCP Pulo Brayan Medan. The method in this study uses an associative approach, namely research that looks for the relationship between one variable and another. The technique used in sampling using Accidental Sampling technique. The number of samples used in this study were 92 respondents. The data were analyzed by multiple regression with a significance level of 0.05 or α = 5%.

Based on the results of this study, it can be seen that the variables of reliability, responsiveness, and assurance have a positive and significant effect on customer satisfaction of Bank Syariah Mandiri KCP Pulo Brayan Medan. The greatest influence of service quality is the Responsiveness variable (X2) with a tcount value of 2.238, Guarantee (X2) with a tcount value of 1.682 and reliability (X3) with a tcount value of 1.670 on customer satisfaction. And the R2 = 0.563 test shows that 56.3% of reliability (X1), responsiveness (X2) and assurance (X3) variables can be explained by service quality variables, while the remaining 43.7% is influenced by other factors not examined in this study.