<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap kepuasan nasabah di PT Bank Mega Tbk. Kantor Cabang Pembantu Pettarani Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner kepada 90 nasabah yang dipilih menggunakan teknik non-probability sampling dengan kriteria telah menjadi nasabah minimal 3 bulan. Kualitas pelayanan diukur melalui lima dimensi SERVQUAL, yaitu bukti fisik, keandalan, daya tanggap, jaminan, dan empati, sedangkan kepuasan nasabah diukur berdasarkan persepsi nasabah terhadap layanan yang diterima. Data dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, dan regresi linier sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa kualitas pelayanan berada pada kategori cukup baik dengan skor rata-rata 3,05, sedangkan kepuasan nasabah juga berada pada kategori cukup baik dengan skor rata-rata 2,92. Hasil uji t menunjukkan nilai t hitung sebesar 2,624 > t tabel 1,98 dengan signifikansi 0,01 < 0,05. Nilai R Square sebesar 0,570 menunjukkan bahwa kualitas pelayanan berkontribusi sebesar 57,0% terhadap kepuasan nasabah. Dengan demikian, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan nasabah. This study aims to analyze the effect of service quality on customer satisfaction at PT Bank Mega Tbk Pettarani Sub-Branch, Makassar. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 90 customers selected using a non-probability sampling technique, with the criterion that respondents had been customers for at least three months. Service quality was measured using five SERVQUAL dimensions, namely tangibles, reliability, responsiveness, assurance, and empathy, while customer satisfaction was measured based on customers’ perceptions of the services received. The data were analyzed using validity tests, reliability tests, classical assumption tests, and simple linear regression with SPSS. The findings indicate that service quality was in the fairly good category, with an average score of 3.05, while customer satisfaction was also in the fairly good category, with an average score of 2.92. The t-test result indicated that the t-value was 2.624 > the t-table value of 1.98, with a significance value of 0.01 < 0.05. The R-squared value of 0.570 indicates that service quality accounts for 57.0% of the variation in customer satisfaction. Thus, service quality has a positive and significant effect on customer satisfaction.]]>
