PERAN SERVICE QUALITY DALAM MENINGKATKAN KEPUASAN NASABAH BUMDES MAJU SEJAHTERA KABUPATEN JOMBANG

Abstract

This This study aims to analyze the influence of multiple dimensions of service performance dimensions consisting of tangibility, dependability, promptness, certainty, and concern on consumer satisfaction levels of BUMDes Maju Sejahtera, Ngampungan Village, Bareng District, Jombang Regency, using a quantitative methodology employing a causal relationship research design. The study participants was 90 respondents who were all active BUMDes customers with a total respondent selection method. Information was obtained using a four-point Likert questionnaire and processed through multiple regression analysis assisted by SPSS. The findings indicated that overall service quality collectively influenced customer satisfaction significantly (F = 18.462; p < 0.001) using the explanatory power index (R²) of 0.523. Partially, all dimensions have a significant effect on customer satisfaction, namely tangibles (β

= 0.264; p = 0.022), reliability (β = 0.295; p = 0.005), responsiveness (β = 0.360; p < 0.001), assurance (β = 0.193; p = 0.035), and empathy (β = 0.337; p = 0.001). The responsiveness and empathy dimensions have the most dominant influence. This study provides an empirical contribution by showing that all SERVQUAL dimensions have a significant effect, but the responsiveness and empathy dimensions have the most dominant influence, thus enriching the literature on service quality in BUMDes which is still limited and indicating an important shift from the physical aspect to the interaction aspect of service.