Effect of Quality of Service on Customer Satisfaction in Credit Union Cinta Kasih Tigapanah, Karo Regency, Indonesia

Abstract

The purpose of this study was to analyze the effect of service quality on customer satisfaction at the Cinta Kasih Tigapanah Credit Union. Data obtained directly from respondents at the Cinta Kasih Tigapanah Credit Union. The total population of this study was 985 people and the number of samples was 96 people using the α=percent error method. The analysis technique used is multiple linear regression. The results showed that tangible variables, empathy, reliability, responsiveness, and assurance simultaneously had a significant effect on customer satisfaction at α=9.10 percent, partially tangible variables, empathy, reliability, had a positive and insignificant effect on customer satisfaction and responsiveness and assurance variables. Positive and significant effect on customer satisfaction at the Cinta Kasih Tigapanah Credit Union at α=0.00 percent. Variations in customer satisfaction at the Cinta Kasih Tigapanah Credit Union can be explained by variations in service quality in the form of tangibility, empathy, reliability, responsiveness, and assurance of 56.8%, while 43.2% is explained by other variables,