DETERMINASI KEPUASAN NASABAH PRIORITAS: KUALITAS LAYANAN, LOKASI DAN FASILITAS

Abstrak

The banking industry in Indonesia is becoming increasingly competitive due to the growing digitization of financial services, changes in consumer behavior, and demands for high-quality service. As a result, banks are competing not only through the financial products and services they offer but also through their ability to create service experiences that meet customers’ needs and expectations. This study aims to analyze and determine the influence of service quality, location, and facilities on the satisfaction of priority customers at BCA Indramayu. The statistical tests used include Multiple Linear Regression, the T-test (partial), the F-test (simultaneous), and the coefficient of determination (R^2). The data used in this study were collected via a questionnaire from 100 valid respondents. The sampling method employed was non-probability sampling using a purposive sampling technique. The results of this study indicate that service quality does not have a significant effect on priority customers of Bank BCA, whereas location and facilities have a significant partial effect on the satisfaction of priority customers of Bank BCA Indramayu. Furthermore, the variables of service quality, location, and facilities have a significant simultaneous effect on the satisfaction of priority customers of Bank BCA Indramayu.