PENGARUH TANGIBLE, RELIABILITY, RESPONSIVENESS, EMPATHY DAN ASSURANCE TERHADAP KEPUASAN NASABAH STUDI KASUS CU CINTA KASIH TIGABINANGA KABUPATEN KARO

Abstract

This study aims to determine and analyze the influence of Tangible, Reliability, Responsiveness, Empathy and Assurance on Customer Satisfaction of CU Cinta Kasih Tigabinanga, Karo Regency. The analysis method used is multiple linear regression using SPSS 26 software. The population in this study were 11,935 customers in 2024 with a sample of 100 respondents using the Slovin formula. The sampling method in this study used accidental sampling. Data collection techniques used questionnaires, interviews and documentation. From the results of this study, it is known that the coefficient of determination (R square) is 0.768. This means that variations in tangible, reliability, responsiveness, empathy and assurance can be explained by customer satisfaction by 76.8% while the remaining 23.2% is explained by other variables not explained in this study. The multiple linear regression equation obtained from the data processing results is Y = 5.994 + 0.079X1 + 0.140X2 + 0.276X3 + 0.102X4 + 0.152X5 + e., meaning that tangible, reliability, responsiveness, empathy, and assurance have a positive effect on customer satisfaction at CU Cinta Kasih Tigabinanga, Karo Regency. Responsiveness is the variable with the greatest influence on customer satisfaction at CU Cinta Kasih Tigabinanga, Karo Regency, with a regression coefficient value of 0.276. Tangible, reliability, responsiveness, empathy, and assurance have a positive and significant effect on customer satisfaction at CU Cinta Kasih Tigabinanga, Karo Regency. Partial tests show that each independent variable has a positive and significant effect on customer satisfaction.