Pengaruh Citra Merek dan Kualitas Layanan terhadap Kepuasan Nasabah pada PT Pegadaian (Persero) Cabang Kampung Lalang

Abstract

The current era of intense competition in the era of globalization requires every company to be able to meet the needs of its consumers by creating competitive advantages. Every company must be able to carefully understand and understand what consumers need. This research aims to determine and analyze the influence of Brand Image and Service Quality on Customer Satisfaction at PT. Pegadaian (Persero) Kampung Lalang Branch. Based on the researcher's pre-survey, problems related to Brand Image at PT. Pegadaian (Persero) Kampung Lalang Branch, there are still several customers who have negative perceptions or responses to PT. Pegadaian (Persero) Kampung Lalang Branch due to poor service or not meeting expectations. Brand Image is one of the important things for a company. Creating the right brand for a product is the same as creating extra value for the product. Other problematic phenomena include people's lack of interest in coming to pawnshops because there are competitors who make it easier for them to borrow money, and people's doubts about the complicated and long pawning process. This research is quantitative associative research. The population in this study was 2,146 people with a research sample of 96 people. Sample determination was carried out using the Accidental Sampling method. Research data was obtained through interviews and distributing questionnaires. The data analysis technique was carried out using multiple linear regression analysis. The F test results show that overall Brand Image and Service Quality have a positive and significant effect on Customer Satisfaction. The results of the t test in the research show that partially Brand Image has a positive and significant effect on Customer Satisfaction. Service Quality, namely Reliability, Responsiveness, Assurance, Empathy and Tangible, has a positive and significant effect on Customer Satisfaction. The coefficient of determination (R2) shows the value (R Square) is 0.489 or 48.9 percent. This shows that 48.9 percent of the variation in Customer Satisfaction can be explained by Brand Image, Reliability, Responsiveness, Assurance, Empathy and Tangible and the remaining 51.1 percent is explained by other factors outside this research model.