<![CDATA[This study aims to analyze the influence of service quality based on the Service Quality (SERVQUAL) dimensions of Tangibles, Reliability, Responsiveness, Assurance, and Empathy on customer satisfaction at the Sinar Utama Sriwijaya Branch in Medan. The study employs a quantitative approach with an explanatory research design. Data were collected via questionnaires distributed to 103 respondents selected using purposive sampling. The research instrument utilized a 1–4 Likert scale and consisted of 25 statement items. Data analysis was performed using IBM SPSS Statistics, involving tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that Tangibles, Reliability, Responsiveness, Assurance, and Empathy simultaneously have a significant effect on customer satisfaction, with an F-value of 37.232 and a significance level of <0.001. Individually, Tangibles, Reliability, and Responsiveness did not have a significant effect on customer satisfaction, whereas Assurance and Empathy had a positive and significant effect. Empathy emerged as the most dominant dimension, with a Beta value of 0.317. The R-square value of 0.657 indicates that the five service quality dimensions explain 65.7% of the variation in customer satisfaction, while the remaining 34.3% is influenced by factors outside the research model. The findings highlight the importance of improving service quality regarding interactions, specifically through providing assurance, warmth, attention, and personal care to customers.]]>
Copyrights © 2026
